Products often have multiple benefits; however, people tend to focus on only part of them so their value is not fully manifested. This research proposes a new concept, benefit focus: that is, people are influenced by product attributes and this phenomenon causes imbalance between the consuming process and outcome. In other words, people are likely to focus more on either process benefits or outcome benefits. Meanwhile, this research proposes a strategy, benefit focus shift, which helps shift consumers' focus via service at a proper time according to different product attributes to elevate consumption value. This research uses restaurant service as an example. Study 1 uses the qualitative method of a means-end chain and the result shows that hedonic products have more process benefits than outcome benefits while utilitarian products have more outcome benefits than process benefits. Study 2 uses the experimental method to validate the focus shift strategy by using service to hint at the outcome benefit after consumption of hedonic products and also by using service to hint at the process benefit before consumption of utilitarian products. This strategy balances the gap upwardly between the two stages of consumers' benefit perceptions and thus effectively increases willingness-to-pay, purchase intention, and evaluation attitude.