This study investigates the influence of celebrity endorsement characteristics and perceived food quality on brand love and brand loyalty among patrons of Geprek XYZ, a celebrity-owned restaurants in Jakarta. The problem addressed is the sustainability of celebrity-owned restaurants, which, despite their initial popularity due to celebrity influence, often struggle to maintain customer loyalty. Data were collected from 131 respondents using google forms, focusing on individuals familiar with the celebrity owner, who had made repeat purchases, and resided in Jakarta. The survey sought to understand how the attributes associated with the celebrity and the perceived quality of food influence customer attitudes towards the brand. Structural equation modeling (SEM) using SmartPLS 4 was employed for analysis. Finding indicate that while perceived food quality significantly enhances brand love and loyalty, celebrity endorsement characteristics did not have a significant impact on brand love. This highlights that product quality may be more influential than celebrity status in fostering lasting customer relationships in the restaurant industry. The results provide insights into the challenges of leveraging celebrity status for long-term business success and offer practical implications for marketing strategies in celebrity-owned businesses.