Loyal customers are a huge wealth of the catering industry, and 81% of the profits of the catering industry come from loyal customers who account for only 21%. The management of customer loyalty in catering industry is not only the management of existing customers, but also involves the whole life cycle of the emergence, development and decline of loyal customers in catering industry from the perspective of sustainable development of catering industry. Strengthening the understanding of the necessity of this whole process management and giving corresponding countermeasures will help improve the customer loyalty management of catering industry, enhance the competitiveness of catering industry and promote the development of catering enterprises. Stage 1: loyalty analysis of potential customers. Potential customers refer to those who are likely to spend money in the restaurant. Enterprises often assume that these customers are likely to spend, but there is not enough information to confirm or prove this. In mass marketing, enterprises often regard people who meet the needs of target products as potential target customers, and some product companies often use this as a basis to calculate potential market capacity. The management of customer loyalty in catering industry begins with the generation of customers' consumption desire and is accompanied by the whole process of customers making consumption decisions. At this stage, the management of customer loyalty in the catering industry focuses on the commitment of loyal service to the catering industry when customers have consumption desires, search consumption information and choose consumption objects. We believe that potential customers are a new force to promote the development of the catering industry, and inspiring and awakening their loyalty is one of the important means to ensure the sustainable development of the catering industry. Life cycle theory shows that nothing is a means. Life cycle theory shows that everything is not eternal, and loyal customers in catering industry also have a period of life decline, so it is inevitable to cultivate new forces. The main means of customer loyalty management in consumption decision-making is to promise the loyal service of catering industry, show the loyal attitude of catering industry to customers and expect its loyal return. This loyalty concept runs through all the marketing means provided by the catering industry to attract and attract customers. For example, in media advertisements, we emphasize the high-quality service of the catering industry and highlight the honest management attitude of the catering industry. Stage 2: Target customers Target customers refer to customers who need catering services and have the purchasing power. For example, those enterprises and institutions, non-governmental organizations and so on. Although these target customers haven't visited the restaurant yet, they have the ability to know something about the restaurant, know the service of the restaurant, or have heard the recommendation of others. Target customers know the name of the restaurant, where the restaurant is, and the characteristics of your restaurant, but they haven't enjoyed the service at this restaurant yet. Stage 3: Unqualified target customers. Enterprises often have conducted research and investigation on these customers, and know that they do not need or have enough ability to enjoy your service for the time being. For example, Beijingers are very fond of restaurants such as Donglaishun and Quanjude, but many customers do not have enough economic strength to spend regularly. Stage 4: The first service is very important. The first-time buyer may become a long-term customer of the restaurant in the future, but it is also very likely that he will still be a competitor's customer. Membership management system, a repeat customer, turns him into a repeat buyer through points, discounts and personal information management. The prerequisite for cultivating customer loyalty is to keep customers, and the best way to keep customers is to make customers highly satisfied. The reason for customer satisfaction is that the value that customers perceive from the catering industry exceeds the original expectation. Customer value is the sum of products, services, personnel and value of the image obtained from the catering industry, and the difference between the sum of all the money, time, energy and physical costs paid. When customers' perceived value exceeds their perceived cost, customers will be highly satisfied. The catering industry can improve customer satisfaction by improving customer perceived value and reducing customer cost. The specific countermeasures are: improving service quality, pricing according to customer's "demand" and providing convenient purchase, such as providing online transactions and convenient transportation; Create a brand of catering industry and reduce the perceived risk cost of customers. Whether all customers can have actual loyalty returns depends on the first transaction experience of these customers who are successfully attracted. Unworthy catering products and services cannot induce the desire to "turn back". In addition, the theory of first impression also shows the decisive significance of customer loyalty management in the first transaction period in the hotel customer life cycle. Customer loyalty management in catering industry in the first trading period should start from customer value and aim at pursuing customer loyalty, provide customers with real quality services and lay a solid foundation for customers' return.