This study investigated the effect of brand equity of food service companies on HMR products on brand loyalty. In addition, we verified through empirical analysis whether perceived value has a mediating effect between brand equity and brand loyalty of food service companies. A survey was conducted on consumers in Seoul and Gyeonggi-do from May 22, 2023 to May 31, 2023, and 220 questionnaires were used for the final analysis. The analysis results are as follows. First, among the brand assets of restaurant companies for HMR products, brand image and perceived quality had a significant effect on brand loyalty. Second, the perceived value(emotional value) had a mediating effect between the food service company's brand equity(brand image) and brand loyalty for HMR products. The results of this study suggest effective marketing implications for gaining a differentiated competitive advantage in the food service market through the establishment of brand assets of food service companies for HMR products.