As individuals have become increasingly interested in maintaining a healthy lifestyle, foods that provide medical cures and prevent diseases have captured an important share of the food market. However, there has been a lack of research explaining the behavior of consumers who frequent restaurants that offer foods with medicinal value. Therefore, this study investigates the complexity of these restaurants and the distinctive benefits and value they provide. By using a means-end chain approach, this study analyzes the hierarchical nature of the characteristics of these restaurants and the consumers’ perceived benefits and the underlying values they hold. Fifty open-ended interviews were conducted with customers of restaurants that cater to a medicated diet to construct hierarchical value maps. We identified 12 characteristics, 14 perceived benefits and five values. Our results provide restaurateurs who propose nutraceuticals on their menus with insights to develop effective marketing strategies to increase sales.