The purpose of this study was to investigate the research on the brand assets of Michelin restaurants on the marketing strategy and relationship continuity intention. An online and face-to-face survey was conducted for hotel and industry-related employee with experience in using Michelin restaurants. From October 20th to November 20th, 2021, a total of 200 copies were distributed and 180 copies were recovered. A total of 161 copies were statistically processed using SPSS 22.0, excluding 19 copies with inappropriate questionnaire content. Results of empirical analysis of this study, First, Michelin restaurant brand equity was found to influence service strategy and public relations strategy. Second, Michelin restaurant brand assets were found to affect relationship continuity intention. Third, Marketing strategy was found to affect relationship continuity intention. The implications of the study were to present basic data on customer value, menu satisfaction, brand value, and relationship continuity.