The purpose of this study was to reveal the impact of relational benefits perceived by consumers on franchise brand applications in the use of franchise brand applications, and to determine whether there is a difference in the impact of relational benefits on continuous use intentions between high and low loyalty consumers. Recently, the franchise headquarters is strengthening its marketing activities through its own application to break away from the influence of the delivery platform and improve the structure of the delivery cost burden for franchisees. Efforts are being made to differentiate the functions, services, and benefits provided by the application from delivery platforms or competing brands. In the case of the franchise headquarters, it is actively promoting the development and utilization of applications in that it can check customers' reactions to marketing activities, collect information, and utilize them in new marketing strategies through brand applications. To this end, it is important to identify the factors that influence consumers' continued use of franchise brand applications, and in this study, the influencing factor was viewed as relational benefits presented with an important concept in relationship marketing. It reveals how relational benefits perceived by consumers from the use of brand applications affect the continuous use of brand applications, and how the intention to continue using brand applications relates to loyalty to the brand after use. The practical significance of this study is to provide implications for what the franchise headquarters should consider when developing its applications by revealing the dimensions of relational benefits that loyal customers consider important and those that low-loyal customers consider important.