Research there is a place objective which searches the importance of physical environment. Namely, there is a place objective which defines the effect relationship of physical environment and payment price. The analysis result physical environment appeared in 6 items. (interia, hygiene, illumination, the color body and atmosphere, space, movement and the command installation). The item which causes a big effect in price appeared with the interia and atmosphere. The upgrade of the interia and atmosphere of the restaurant increases the price it will be able to pay letting with the customer is judged with the fact that role. Currently the restaurant service or importance of specialty knowledge of the work unit field is embossed. But, the customer pays an expense and the item which is important it will be able to create a value is showing is physical environment.