While the restaurant industry plays an important role in the economy, research on entrepreneurial orientation has largely focused on manufacturing firms. Current conceptualization of EO fail to adequately consider the unique characteristics of EO and the context within which they must operate. As such, little guidance has been provided regarding its application in other contexts such as the restaurant business. The purpose of this article is to help explore the conceptualization of EO in the restaurant sector and bridge the research gap. In order to achieve this aim, we first review existing literature of EO and its measurement and industry research that related to entrepreneurship. Then a discussion of five entrepreneurial restaurants is presented in the framework of EO multidimensional construct suggested by Dess and Lumpkin. Based on the exploration, a new construct to measure EO is introduced. Finally, it addresses implication for future EO-related research in this field.