Brand loyalty is a biased (as opposed to random) behavioral response to a brand that is demonstrated repeatedly by consumers in their purchasing decisions. It is a behavioral process as well as a psychological (decision-making and evaluation) process. The formation of brand loyalty is not entirely dependent on the quality of the product, awareness, brand association and communication, it is closely related to the characteristics of the consumer itself, relying on the consumer's experience of product use. Improving brand loyalty is extremely important to the survival and development of an enterprise and the expansion of market share.

Brand loyalty is the core of brand value. It consists of five levels:

1. No brand loyalists

This layer of consumers will continue to change the brand, there is no recognition of the brand, very sensitive to price. Which price is low on which to choose, many low-value consumables, homogenized industries and customary consumer goods have little brand loyalty.

2. Habitual buyers

This layer of consumers are loyal to a certain brand or a few brands, have a fixed consumption habits and preferences, when purchasing the heart of the matter, the target is clear. If competitors have obvious incentives, such as price concessions, advertising, unique packaging, sales promotion and other ways to encourage consumers to try. Let them buy or renew a certain product, they will make a brand switch to buy other brands.

3. Satisfied buyers

This layer of consumers on the original consumer brand has been quite satisfied, and has produced a brand conversion risk apprehension, that is to say, to buy another new brand, there will be a risk, there will be the risk of efficiency, the risk of adaptation and so on.

4. Emotional buyers

This layer of consumers on the brand already have a love and emotion, some brands are their emotional and spiritual support, such as some consumers every day with Chinese toothpaste, carve the brand soap, some children drink every day Wahaha milk, Coca-Cola changed the formula to incur the parade army, etc., can last forever, is already a friend of consumers, life, indispensable supplies, and not easy to be used. Indispensable supplies, and not easy to be replaced.

5. Loyal buyers

This layer is the highest level of brand loyalty, consumers not only produce emotion on the brand, and even proud. Such as Omega watches, BMW cars, Rolls-Royce cars, Montgomery clothing, crocodile clothing, Nike shoes buyers hold this mentality.

The brand loyalty of catering enterprises is that catering consumers have emotions for a certain brand, in order to consume in this brand as a proud mentality.