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As the most specific industry in the tertiary and service industries, the catering industry would be an important development of China's consumer market. Its primary role showed in two aspects stimulating domestic demand and promoting employment. Guiyang catering industry underwent rapid expansion after the reform and gradually evolved from the strategic level, emphasizing brand competitiveness, service quality, and large-scale operations. Due to college students' different growth environments and educational backgrounds, their recognition of brand value would affect their desire to purchase through the brand revolution. The purpose of this study was to investigate the significant difference in purchase intention of Guiyang college students' brand value of different control variables (gender, age, and year of study) from chain catering enterprises; to examine the influencing mechanism of the Guiyang college students' purchase intention on chain catering based on brand value, perceived value, and brand recognition; and to put forward feasible suggestions on improved development for the chain catering industry through respective influencing factors of brand value in the market of Guiyang college students. Four hundred and five completed questionnaires of Guiyang college students were collected through the online WeChat platform by random sampling in March 2023. The results showed that brand attitude, perceived value, and brand recognition significantly impacted chain catering enterprises' purchase intention. Further suggestions in brand value based on communication experience, product experience, functional value, emotional value, social value, brand value recognition, and brand image recognition would also be essential for developing chain catering enterprises.