Abstract This study attempted to develop a conceptual framework delineating the role of variety-seeking motivations (intrinsic and extrinsic) and satisfaction in generating customer revisit intention for new restaurants, new restaurant attachment, and word-of-mouth for new restaurants. How the hypothesized relationships varied across restaurant types was also examined. A pencil-and-paper survey was conducted at shopping malls in Klang Valley, Malaysia. A total of 588 responses were utilized for structural equation modeling analysis. The results of this study lent support to the role of intrinsic and extrinsic variety-seeking motivations in affecting satisfaction with new restaurants, which in turn, explained revisit intention, word-of-mouth, and attachment to the restaurant. Results of the moderation test verified that the magnitude of the relationship between satisfaction with new restaurants and new restaurant attachment was significantly different across restaurant segments. The connection displayed in the present study helps operators of new restaurants strategize their restaurant's positioning and promotional strategies.