The purpose of this study is to present a strategy to gain competitive advantage and differentiation based on the experience of visiting dessert cafes for university students who are sensitive to consumption trends and individuality and efficiency, and to identify the characteristics of each type by examining the moderating effect according to the type of management. Based on the collected previous studies, research models and hypotheses were set appropriately for this study. survey data were frequency analysis, exploratory factor analysis, confirmatory factor analysis, reliability analysis, and correlation analysis was performed using SPSS 25 and AMOS 2.5 statistical programs. Hypothesis testing was performed using a structural equation model. First, Hypothesis 1 was partial adopted in experience of dessert cafes will have a significant positive (+) effect on brand attitudes. Hypothesis 2 was adopted with "brand attitudes will have a significant positive (+) effect on brand loyalty. Hypothesis 3 did not show any moderating effect according to the type of management in the effect of experience on brand attitude and brand loyalty. In addition, this study confirmed that the brand attitude was not significant among the experience factors. Hence, current study verified the importance of marketing differentiation along with the five senses, and the insignificant sensory experiences can is meaningful and necessary.