The purpose of this study was to assess the effects of service quality, perceived sacrifice, food price and image on value. A total of 273 questionnaires were completed. MANOVA, ANOVA, and ANCOVA were used to measure the main effects and mediating effects of service quality and perceived sacrifice on the relationships among price, image, and value. The main effects of price on service quality, perceived sacrifice, and value were statistically significant. The main effects of image on service quality and value were statistically significant. As expected, when price, service quality, and perceived sacrifice regressed on the value, they were statistically significant. Moreover, when image, service quality, and perceived sacrifice regressed on the value, they had statistically significant effects on value. The results demonstrated that service quality played a mediating role in the relationship between price and value.