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Not only manufacturing but also service companies meet new consumer needs and reduce costs by increasing innovation. It is possible to improve various service results associated with products. Innovation in the service industry improves competitiveness by contributing significantly to management and growth. Service companies must continually release innovative services to improve their performance through differentiated business strategies. Therefore, this study aims to understand restaurant service innovation for customers visiting new restaurants and renewal restaurants, and to understand the effect of these service innovations on assets, attitudes, and revisit intention. In this study can provide directions for service innovation that restaurants should pursue. In addition, the direction of service innovation can induce customers to return in the already saturated food service industry. The survey was conducted from March 5, 2018 to May 30, 2018. The survey was conducted on consumers who visited restaurants in Seoul and Gyeonggi - do, new restaurants and restaurants with renovated menu or interior. A total of 301 questionnaires were collected, and 285 items were used for analysis except for 16 untrue respondents. For analysis, SPSS 21.0 and AMOS 21.0 were used. As a result of the analysis, it was found that environmental innovation and service innovation had a positive effect on satisfaction. However, menu innovation did not affect satisfaction. It is found that environmental innovation and menu innovation have a positive effect on brand equity. However, service innovation did not affect brand equity. Satisfaction and assets have a significant effect on revisit intention. The implication of this study is that restaurant innovation requires careful innovation of menu. In addition, service innovation in restaurants currently operating is easier to innovate than environment innovation and menu innovation.
