Development Strategy of Coffee Shop Business in Office Area Jakarta, Indonesia

The coffee shop culinary services industry is now growing rapidly in urban areas such as Jakarta. The purpose of this study is to determine the priority strategy for the development of the coffee shop business. The study was designed using Quantitative Strategic Planning Matrix (QSPM) method which is also supported by IE Matrix and SWOT Analysis method. The data retrieval used is Focus Group Discussion (FGD) involving customers, management, and staff as respondents. The results of this study, matrix IE shows that the company is in Quadrant II growing and developing which means J.CO Donuts &Coffee needs to focus on carrying out intensive strategies such as market penetration, market development, and product development. The result of QSPM is a strategy to improve the quality of human resources services, to correct the shortcomings of workers' skills. This strategy can be realized in the form of training or refreshment to take employees to more advanced coffee shops.