In a remarkably short period, Kopi Kenangan has transcended the Indonesian coffee market, elevating itself to unicorn status and reshaping the way people perceive affordable, high-quality coffee. The company’s meteoric rise can be attributed to its visionary founders, a keen understanding of market needs, and an unwavering commitment to its employees and customers, even amidst the most challenging of times. As Kopi Kenangan continues its expansion across Southeast Asia and prepares to enter the public market, it serves as a testament to the power of innovation and resilience in the face of adversity. Kopi Kenangan has successfully positioned itself as a formidable competitor within the coffee food and beverage industry through its commitment to quality, affordable pricing, and customer satisfaction. Despite facing challenges from competing chains and potential risks from supplier and customer bargaining positions, the company has managed to maintain an impressive growth trajectory by implementing Total Quality Management practices and ensuring the highest quality standards across its extensive network of outlets. Kopi Kenangan’s scale-up strategy revolves around several key principles: having a deliberate pricing strategy, adopting new retail concepts, and creating high social media engagement. These tactics have allowed Kopi Kenangan to differentiate itself from its competitors and capture a significant share of the market in a relatively short amount of time. As Kopi Kenangan continues to scale up, it can build on these strategies to expand its presence and maintain its competitive edge in the coffee, food, and beverage industry.