The purpose of this study is to determine and analyze the effect of menu variations on customer loyalty, price on customer loyalty, place atmosphere on customer loyalty and menu variations, prices and place atmosphere on customer loyalty. The type of research used is explanatory research, with the population used in this study consumers who have visited Batavia Resto with a sample size of 100 respondents and data analysis techniques using multiple linear regression analysis. The results of the analysis show that there is a positive and significant influence. Menu variations on customer loyalty, prices have a positive and significant effect on customer loyalty, the atmosphere of the place has a positive and significant effect on customer loyalty and there is a positive and significant influence on menu variations, prices and atmosphere of the place on customer loyalty.