The coffee industry has been rising for decades, and forecasts indicate constant growth globally. Considering the overall factor of a successful coffee business is to ensure the quality of the coffee is better than the competition. Factors like the quality of the products, marketing strategy, and customer loyalty are also crucial to business success. This study used descriptive research method to determine and analyze the strategies of some coffee shop businesses to sustain their operations. There are 26 respondents in this study consisted of managers and employees of selected three (3) coffee shops in Cabanatuan City, Nueva Ecija who successfully implemented their strategies to sustain business operations. Data were collected from questionnaires and reviews of publicly available data and company websites. Data were analyzed using the SWOT analysis method, and weighted values and it showed that the owners of coffee shops were actively engaged in the daily business operations and the community; provided premium quality products; used social media for marketing promotion, used competitive pricing; were very particular about the ambiance and the location; provided excellent customer service and personalization, and had points of marketing differentiation to promote their brand

Keywords : Coffee shop, SWOT analysis, marketing strategy, business operations.