Taiwan is a small and densely populated area, and not a few people have come and gone to settle here. The migration of population has made the food and drink related to individual areas come and go, and the various flavours and tastes of local food can easily satisfy people's taste buds and satiate their stomachs, and at the same time provide the body with the nutrition it needs, so it can be seen that food and drink are essential to people's lives. The evolution of industry and commerce has made people's lives more compact and busy, and the number of people who eat out has increased, so the food and beverage service industry is an industry that busy people nowadays rely on. According to the Census and Statistics Department of the Ministry of Economic Affairs (MOEA), the annual turnover of the food and beverage industry was NT$777.6 billion and NT$728.0 billion in 109 and 110 respectively, and the annual turnover of the food and beverage industry was NT$865.3 billion in 111, with an annual growth rate of 18.9% (Census and Statistics Department of MOEA, 2023). The above figures show that although the impact of the epidemic was not absent, it is evident that the general public relies on the food and beverage industry for their livelihood. This study focuses on the willingness of Japanese-style chain restaurant customers to re-consume and analyses the related variables. The analyses revealed that there is a significant difference between the demographic variables in the independent sample t-test for "gender", which indicates that men and women have different ideas about "willingness to reconsume", while there is no significant difference in the other components. Brand image has a significant positive effect on both perceived value and willingness to re-consume, with "functionality" in the brand image component, "quality value" in the perceived value component and "repurchase" in the willingness to re-consume component having a higher response from customers. Thus, it can be seen that the customers of restaurant chain "Catering Company A" are more sensitive to three of the aforementioned research variables. Based on the results, it is possible for the catering industry to understand and improve the other components of the research variables in order to satisfy the needs of the customers, and based on the above analyses, it is possible to understand the expectation of the customers towards the catering industry. Sustainability and longevity are not a problem for any business. The emergence of chain restaurant brands, the increase and change of food and beverage types, and the aging and decreasing number of children in the population are all factors that make the business environment even more demanding. The results of this study can serve as a reference for related chain restaurant operators to optimize their service quality to meet customer expectations and thus multiply their business performance and sustainability.