This study was conducted on customers who visited coffee shops located in Busan, Ulsan, Yeosu, and Mokpo coasts from September 1 to 30, 2022. The purpose of this study was to determine the difference between franchise and independent brand awareness, the effect of awareness on reliability and satisfaction, and whether franchise and independent brand control awareness and satisfaction. First, as a result of verifying the difference between franchise brands and independent brands on the recognition of coffee shops on the coast, dessert, menu, coffee quality, and service dessert were the highest in the average of each factor for the two groups. Second, coffee quality, dessert and menu were found to have a significant effect on the relationship between brand awareness of coffee shops and reliability and satisfaction and the service was rejected. Third, the results of the moderating effect of independent brand on the effect of coffee shop brand awareness on satisfaction showed that coffee quality× independent brand and dessert× independentl brand had an effect, while service×independent brand and menu× independent brand were rejected it became. Fourth, the results of the moderating effect of franchise on the effect of brand awareness of coffee shops on satisfaction showed that coffee quality × franchise and menu × franchise had an effect. but service × franchise and dessert × franchise were rejected.