Coffee shops have been defined as ‘third places’ in urban lives, accommodating areas for people to gather, relax and gain connections. The expanding presence of coffee shops in Jakarta has meant that they increasingly take on a more comprehensive range of roles, catering spaces of sociality. People can strengthen connections and potentially create communities. However, the coffee shop business is facing challenging competition to persevere in COVID-19 pandemic times. Not only because of the physical distancing applied, but also because of a more significant number of competitors, hence declining their performance. There are needs for appropriate strategy, and priority for adjustment concepts is the main issue of this research. Coffee shop owners need to decide the most suitable changes for their business to win/survive in this challenging time. This study identifies some proper business strategy changes for the coffee shop industry in Indonesia based on internal resources and market perspective using Business Model Canvas and SWOT Matrix to strengthen their business performance.