The purpose of this study was to identify the behavioral, attitudinal, and demographic correlates of light, medium, and heavy users of eating out at family restaurants. Among 358 reponses from the subjects, 224 responses were utilized for the analysis, and 134 responses were reserved for validating the discriminant function. Descriptive statistics, reliability analysis, stepwise discriminant analysis, canonical discriminant analysis, and anova analysis were used for this study. The findings from this study were as follows: First, He behavioral characteristics were found to discriminate among the three usage groups. Second, it was found that heavy users expressed greater difference between perception and expectation on the quantity of food that are appropriately served and the consistent quality of food at every visit. Third, the usage rate of eating out was not dependent on the sex, but dependent on the companion, average expenditure, and the time of eating out in chi-square test. Finally, the results of the study provide some insight into the pattern of marketing strategies that can be successfully used by the managers of family restaurants.