This study analyzed how the menu quality of dessert cafes affects customer satisfaction and purchasing behavior, and examined the role of menu reputation in moderating the relationship between menu quality and purchasing behavior. Hypothesis 1 investigated whether the menu quality of dessert cafes influences customer satisfaction. It was found that the taste, variety, and price satisfaction of the menu positively influence customer satisfaction. Therefore, customers prefer a diverse menu with rich flavors and competitive prices. In Hypothesis 2, the impact of customer satisfaction on purchasing behavior was analyzed, and it was revealed that as customer satisfaction increases, purchasing behavior also increases. Hypothesis 3 examined the impact of menu quality on purchasing behavior, and it was confirmed that taste, variety, and satisfaction with the price positively influence purchasing behavior. Hypothesis 4 focused on analyzing the moderating effect of menu reputation on the impact of taste and variety in menu quality on purchasing behavior. Here, it was observed that variety plays a larger role in the moderating effect between purchasing behavior and menu reputation. In other words, dessert cafes that offer a variety of tastes and ingredients receive high satisfaction from customers, which in turn enhances the reputation of the menu and promotes continuous cafe patronage. In summary, improving menu quality, especially variety, is crucial in dessert cafes, as it not only enhances customer satisfaction but also positively impacts their purchasing behavior and the reputation of the menu.