This study was conducted to find out what kind of value customers consider important when visiting a bakery cafe, what menu they choose, and what mediating effect customer value has when customer satisfaction appears. The following is the empirical analysis result. First, hypothesis 1 was adopted because the bakery cafe menu selection attributes had a significant positive (+) effect on customer value. Second, hypothesis 2 was adopted because customer value had a significant positive (+) effect on customer satisfaction. Third, hypothesis 3 was adopted because the bakery cafe menu selection attributes had a significant positive (+) effect on customer satisfaction. Fourth, as a result of analyzing the significant mediating effect between bakery cafe menu selection attributes and customer satisfaction, partial mediating effects were found in the hedonic value and utility value. It is necessary to pay attention to changes in customer value, strive for convenience and satisfaction, strive to differentiate and increase sales, and enable bakery cafes to grow and develop through vigorous market analysis. Understanding customer value through menus among various selection attributes is expected to become a material that can become a practical basis for a company's differentiated marketing strategy