Objectives. Two studies examined the cognitive regulation of restrained eaters' eating behaviour. It was hypothesized that restrained dieters should have more restraint‐related cognitions in the presence of food stimuli than unrestrained eaters, whereas restrained non‐dieters should occupy an intermediate position. The correlation between cognition and consumption should be zero for unrestrained eaters and negative for restrained eaters.Design. Participants currently dieting or not dieting and of high or low restraint status (median split) were presented in Study 1 with high and low calorie food words and asked to list their thoughts. In Study 2, participants listed thoughts following a taste test. In both studies diet and restraint status were related to restraint relevant thoughts. In Study 2 thoughts were also related to actual consumption.Methods. Participants were female students; restraint status was measured with the Restraint Scale; current diet status was assessed with one question. Fifty‐two unrestrained eaters, 38 restrained non‐dieters and 18 restrained dieters participated in Study 1; 33 unrestrained eaters, 19 restrained non‐dieters and 11 restrained dieters participated in Study 2.Results. Food stimuli elicited more eating control, weight‐ and shape‐related thoughts in restrained dieters than in unrestrained eaters, with the restrained non‐dieters occupying an intermediate position. Consistent with predictions, the cognition‐consumption correlation was zero for unrestrained eaters and negative (trend) for restrained dieters. Contrary to prediction, this correlation was positive for restrained non‐dieters.Conclusions. Results show that cognitions play an important role in the regulation of the eating behaviour of restrained individuals. They further suggest that the cognitive regulation of food intake in restrained eaters may be based on different mechanisms in dieters as comp