Catering customer consumption behavior by the influence of social groups, mainly from the new way of life, the pressure to produce a convergence of the two aspects of the role.1.Social groups and classesSocial group factors means that, in the customer's decision-making on consumer behavior, a person's consumption behavior by the direct or indirect influence of many reference groups. Direct influence groups are family, friends, neighbors, colleagues, etc., some specific occasions religious organizations, professional organizations non-major groups, etc. will also have an indirect influence. Social class refers to the division of members of society into a number of social classes according to certain social criteria, such as income, education, occupation, social status and prestige. Customers are in a certain social group and class, the same class of customers in terms of behavior, attitudes and values have homogeneity, different classes of customers in these areas there are greater differences. Differences in the catering behavior of customers of different social classes are manifested in the following aspects. (1) Differences in information reception and processing. The type and amount of information collection varies with social class. Customers in the lowest class usually have limited sources of information and lack screening power for misleading and deceptive information. They may rely more on information provided by relatives and friends in the food and beverage purchase decision-making process. Middle class customers are more likely to obtain a variety of information from the media and will engage in external information gathering more actively. As the social class rises, customers will have more and more channels to obtain information. Not only that, the attraction and influence of specific media and information on different classes of customers are also very different. For example, the more high-level customers, the less time they spend watching TV, so the influence of TV media on them is relatively small, on the contrary, high-level customers subscribe to more newspapers and magazines than low-level customers, so it is easier to influence high-level customers with printed media information. (2) Differences in consumer positioning. Generally speaking, people will form the inertia view of which restaurants and hotels are suitable for which class of customers, and tend to go to the restaurant that is consistent with their social status. Research has shown that the customer's social class is far from what he imagines to be the social class of a restaurant's typical patron, the less likely he is to patronize the restaurant. At the same time, higher class patrons are less likely to patronize restaurants that are primarily visited by lower classes. The study found that "objective" and "perceived" social class also led to differences in patronage. Customers who were objectively middle class and perceived themselves to be upper class visited fine dining restaurants more often than customers who were actually upper class but perceived themselves to be middle class. It is important to note that customers in a certain social class will try to emulate or pursue a higher level of lifestyle. Therefore, it may be more appropriate for restaurant brands targeting middle-class customers to position themselves according to upper-middle-class lifestyles. (3) Differences in environmental requirements. Upper class customers are more confident in catering consumption, preferring to consume alone. Although they have high requirements for service, they feel uncomfortable with overly enthusiastic explanations and introductions by sales staff. Usually, they especially favor those restaurants with elegant environment, superior quality and service. Middle-level customers are more cautious and have higher requirements for the restaurant environment, but they also often spend money in restaurants that offer discounts. Lower class customers due to resource constraints, especially sensitive to price, more in the middle and low restaurant consumption, and like to group together. 2. family in real life, the family is the most basic social organization cells, but also the most typical consumer unit, the family is the most important restaurant "buying unit" one. Therefore, the family as a major related groups, the impact on customer purchasing behavior is crucial, with the increase in people's leisure time and discretionary income, the family as a unit of catering consumption is increasing, to the catering business marketing has brought more opportunities. The influence of family on purchasing behavior mainly depends on the decision maker of family purchase, family life cycle, etc.. (1) Decision makers of family purchase. At present, sociologists based on the size of the decision-making power of the role of the family in the purchase process, the family in the real society is divided into four different types: each make the main type. Each family member has the right to make his or her own purchasing decisions relatively independently. Husband-dominant. The final decision-making power of the family purchase is in the hands of the husband. Wife-dominated. The wife makes the final decision on family purchases. Reconciliation. Most of the purchasing decisions are made by all members of the family*** by mutual agreement. With the changes in the socio-political and economic situation, the improvement of social education level and the increase of women's employment, more and more families are changing from "husband-dominated" to "conciliatory", and some even to "wife-dominated". Some are even becoming "wife-dominated". With the implementation of China's population policy, the status of children in family consumption is increasing, and the influence of children's consumption on dining out is growing. (2) Family life cycle. This refers to the entire process of a family from its creation to its demise. At different stages of the family life cycle, there will be obvious differences in the interest and demand of families for dining out. The study of family life cycle mainly involves the analysis of the structure and nature of families in a region or market, which is of great significance to the study of the overall nature of the catering market. Catering chain franchise enterprises should determine the marketing approach and characteristics through the study of their main target groups, foreign fast food into China in this regard has done a good job, such as McDonald's has turned the United States of America's mass consumption into a catering consumption mainly for domestic children and youth.