The aim of this study is to explore the importance of information about country of origin and price on consumer innovativeness toward beef at food service outlets in developing markets. We construct a structural equation model (SEM) and test our hypotheses using data from direct interviews with 480 customers at beef restaurants in Vietnam. The results from the SEM indicate that consumer need for newly imported beef is the reason of further requirements of information about country of origin and price of beef. To reduce the uncertainty of the new beef brands, consumers at food services outlet demand for details of country of origin. However, the need for information about country of origin, and price consciousness depend on the eating out experiences of the customers. Expertise consumers, who can use intrinsic cues such as beef flavor, beef tenderness, and beef marbling, indicate the significant innovative attitude toward new beef brands at food service facilities.