The coffee markets have attractiveness for newcomers to jump in. Recently, Drink a cup of coffee has become a lifestyle but already basic needs of certain people. Many newcomers realize this opportunity, trying to build their coffee brand with specific product differentiation. As we know that customers are the most crucial aspect of business, we cannot ignore their perception. This research explores the coffee shop customer perception of the coffee product and their willingness to pay for certain coffee products. The research uses a small coffee shop business as a case study, namely ngoopikopi, which build their product differentiation by offering organic coffee. The data collected from 128 customer feedback questioners and analyzed using the descriptive qualitative method. The result shows that customer's acceptance of the organic coffee product and customers' willingness to pay is below the expectation. This study becomes a consideration for the coffee shop owner who has a specific product. They have to arrange a business strategy to educate their customers about organic coffee to increase customer awareness of organic coffee benefits.  This research is significant for small businesses to give a critical perspective about customers' acceptance of the coffee product and customer willingness to pay.