Real-world image restoration aims to restore high-quality (HQ) images from degraded low-quality (LQ) inputs captured under uncontrolled conditions. Existing methods typically depend on ground-truth (GT) supervision, assuming that GT provides perfect reference quality. However, GT can still contain images with inconsistent perceptual fidelity, causing models to converge to the average quality level of the training data rather than achieving the highest perceptual quality attainable. To address these problems, we propose a novel framework, termed IQPIR, that introduces an Image Quality Prior (IQP)-extracted from pre-trained No-Reference Image Quality Assessment (NR-IQA) models-to guide the restoration process toward perceptually optimal outputs explicitly. Our approach synergistically integrates IQP with a learned codebook prior through three key mechanisms: (1) a quality-conditioned Transformer, where NR-IQA-derived scores serve as conditioning signals to steer the predicted representation toward maximal perceptual quality. This design provides a plug-and-play enhancement compatible with existing restoration architectures without structural modification; and (2) a dual-branch codebook structure, which disentangles common and HQ-specific features, ensuring a comprehensive representation of both generic structural information and quality-sensitive attributes; and (3) a discrete representation-based quality optimization strategy, which mitigates over-optimization effects commonly observed in continuous latent spaces. Extensive experiments on real-world image restoration demonstrate that our method not only surpasses cutting-edge methods but also serves as a generalizable quality-guided enhancement strategy for existing methods. The code is available.