Two studies examined self-regulatory success in dieting. Previous research has indicated that restrained eaters (i.e., chronic dieters) might fail in their attempts at weight control because the perception of attractive food cues triggers hedonic thoughts about food and inhibits their dieting goal. However, recent work suggests that in some dieters, temptation cues activate the relevant goal and thus facilitate self-regulation. The present work extends these findings by showing that self-regulatory success moderates the effect of food cues on restrained eaters such that food cues activate the dieting goal in successful restrained eaters and inhibit the dieting goal in unsuccessful restrained eaters. The specific time course of these effects was examined. Moreover, a correlational study revealed that only successful restrained eaters translate their dieting intentions into action. Results are discussed in the context of nonconscious self-regulation and the role of automatic processes in the link between intention and behavior.