This study was designed to examine the antecedents and consequences of the memorable brand experience in the coffee industry. The study collected data from 335 people who used a coffee shop in which robots provided services and from 351 people who used a coffee shop in which people provided services. The study's results indicated that two types of perceived values – utilitarian values and hedonic values – helped in the formation of a memorable brand experience. In addition, it was found that a memorable brand experience had a positive influence on customers' brand attitude and brand preference, and in turn, the brand attitude and brand preference positively affected the customers' brand loyalty. Finally, the type of employee played a moderating role in the relationships between (1) utilitarian value and a memorable brand experience and (2) hedonic value and a memorable brand experience.