Benefit Segmentation was applied in this study to differentiate the target market of restaurants in international tourist hotels in Taichung area, The results generated three segmentations: careful and meticulous calculation type, life taste type, and professional oriented type. Five benefit factors were also extracted: efficiency, quality, characteristic, professional, and price, expect these, there were significant differences in different personal characteristics’ consuming behaviors and the percentage of female consumer are significantly greater than male consumer. Results provided constructive consultation for the proprietors to equip their restaurants with competitive and sustainable operation.