With the change from full to good to interesting eating, catering has also ushered in an upgrade of consumption. How to play brand marketing can be summarized as follows: 1. Culture is the foundation: catering itself is born on the basis of regional culture, and the choice of restaurant culture should follow the order of big culture-small culture. Big culture is universal and small culture is a less popular culture based on big culture. Big culture ensures the absorption of people who are not interested in small culture, while small culture ensures the continuous stickiness of word-of-mouth and hardcore consumers. 2. Experience infiltration: Experience can be divided into product experience and emotional experience. Product experience needs to be supported by featured products, while emotional experience needs to be conveyed by setting up a venue and atmosphere. Nowadays, many restaurants are constantly supplementing emotional experience while improving product experience. 3. Brand penetration: The memory of catering consumers is scattered. Only by putting the top-level design of the brand in every bright spot can it be experienced and remembered by consumers. In the upgrading of restaurants, if the characteristics are beads and the brand is a rope, we must take the brand as the core, and unify various dimensions such as space design, venue atmosphere, products and services, that is, the five senses perception of what consumers see, hear and get and the functional innovation experience complement each other, so that the brand can be truly perceived. In the process of brand penetration, it is necessary to embed the word-of-mouth communication point in advance.