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The phenomenon of “nongki,” a colloquial term for hanging out, has become an integral part of today’s youth lifestyle. This activity is not only about passing the time but also functions as a medium for social interaction, idea exchange, and even content creation for social media. Among various hangout spots, coffee shops have emerged as the most favored places for young people. Coffee shops are chosen not only for their beverage and snack offerings but also for their cozy, aesthetic ambiance and supportive facilities such as Wi-Fi and power outlets. These advantages make coffee shops an ideal place for social gatherings, studying, and even working. This study aims to describe young people's preferences for coffee shops as hangout spots and analyze the factors that make them superior to other options like food stalls, city parks, or food courts. Observational findings reveal that beyond menus and location, interior design, customer service, and digital accessibility are key determinants in selecting coffee shops.

This study aims to analyze the role of the menu and food services in attracting customers at Arsa Coffee & Library, a coffee shop that also functions as a reading space. The research adopts a qualitative approach, utilizing in-depth interviews with customers and management, as well as direct observation of the service process and the menu variety offered. The findings show that unique and high-quality menu options, along with friendly and efficient service, play a significant role in attracting customers to visit this coffee shop. Furthermore, a comfortable atmosphere and food services tailored to customer preferences enhance the overall experience, which in turn strengthens customer loyalty. The study concludes that an innovative menu and optimal service are crucial factors in improving customer appeal and satisfaction at Arsa Coffee & Library.

In the current era of rapidly developing globalization, rapid technological changes, shifting consumer preferences, and global market dynamics encourage Small and Medium Enterprises (SMEs) to adapt, innovate, and strategize intelligently. This article discusses a business strategy designed for SME XYZ, a company operating in the food and beverage sector, especially in the coffee shop industry which is growing rapidly in Indonesia. This research uses the PESTLE and SWOT approaches to analyze the internal and external conditions of UKM XYZ. The analysis results show that SME XYZ has internal strengths such as high-quality coffee, excellent service, and a competent management team, as well as external opportunities such as Gen Z lifestyle trends and online ordering. However, challenges such as high operational costs and inflation need to be addressed. Recommended strategies include strengthening branding, increasing operational efficiency, and presenting innovative menus. With the right strategy, SME XYZ has the potential to become a major player in the food and beverage industry.