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Coffee-to-go is a cup of coffee that is brewed at a coffee shop but is taken somewhere else to be consumed. Coffeeto-go business becomes a phenomenon in Indonesia. Abundant coffee-to-go merchants arise with their own characteristics and specialty. Competition in the red ocean market force owner of coffee-to-go business has to obtain competitive advantage among competitors. One solution to lead in the competition provides a suitable business value corresponding to customer wants. This paper discusses critical factors to establish a coffeeto-go business by using Analytical Hierarchy Process (AHP). We conduct this research by having three factors to be analyzed, for instance, menus, service order, marketing, and promotion with its own sub-criteria. Based on this research, the critical factors that customers considered in buying coffee-to-go are consistency with flavor, variation of payment method, and ease of ordering. These factors are important in order to establish a coffee-to-go shop.

Determining Critical Factor in Coffee-to-Go Business Using Analytical Hierarchy Process (AHP): A Case Study in Jakarta Coffee Industry