Catering brand positioning refers to the business decisions made by catering franchise chain stores on the basis of market positioning and product positioning on the cultural positioning and personality differences of specific brands. It is the process and result of establishing brand image related to the target market. In other words, brand positioning refers to determining a suitable market positioning for a specific brand, so that restaurants occupy a special position in the hearts of consumers.

Brand positioning is the primary task of brand management, the foundation of brand construction and the premise of brand management success. Catering brand positioning plays an inestimable role in brand management and marketing. If we can't effectively position the brand and establish a unique brand personality and image that consumers can identify with, it will inevitably drown our own catering franchisees in other restaurants with similar catering products, environmental decoration and services.