A vehicle routing problem with time windows (VRPTW) is an important problem with many real applications in a transportation problem. The optimum set of routes with the minimum distance and vehicles used is determined to deliver goods from a central depot, using a vehicle with capacity constraint. In the real cases, there are other objective functions that should be considered. This paper considers not only the minimum distance and the number of vehicles used as the objective function, the customer’s satisfaction with the priority of customers is also considered. Additionally, it presents a new model for a bi-objective VRPTW solved by a revised multi-choice goal programming approach, in which the decision maker determines optimistic aspiration levels for each objective function. Two meta-heuristic methods, namely simulated annealing (SA) and genetic algorithm (GA), are proposed to solve large-sized problems. Moreover, the experimental design is used to tune the parameters of the proposed algorithms. The presented model is verified by a real-world case study and a number of test problems. The computational results verify the efficiency of the proposed SA and GA.