<em>The growth of the culinary business during the COVID-19 pandemic has led to increased competition among fellow culinary companies, including Western steak restaurants. Thus, it requires steak restaurant business people to maximize their performance by highlighting excellence in product characteristics and company value to customers to create customer loyalty for the sake of business continuity in the future. In achieving customer loyalty, a company needs to shape the perception of quality through product innovation and pricing activities. Therefore, this research is conducted to know and analyze the effect of product and price innovation on perceived quality and consumer loyalty at Western steak restaurants in Bandung from the consumer’s point of view. The research method used is associative and verification research using a quantitative approach through Structural Equation Modeling (SEM) analysis with Partial Least Squares (PLS). The data in this study were obtained through a survey by distributing online questionnaires using a purposive sampling method. This questionnaire addresses 272 respondents who are customers of Western steak restaurants in Bandung.</em> <em>The research results show that product and price innovation positively and significantly affect perceived quality and customer loyalty, both directly and indirectly. Based on the test results, the impact of product innovation variables on customer loyalty is more significant than the effect of price on customer loyalty. Besides that, product innovation and price affect perceived quality by 33.6% and customer loyalty by 39.6%, while other factors influence the rest.</em>