<p><strong>Coffee is one of the largest industries in Indonesia. As the third largest coffee producer in the world, Indonesia's coffee industry is not only focused on plantations. The coffee processing industry, such as coffee shops, is one of the growing sectors. The fierce competition requires a different strategic approach. One strategy that can be implemented is a circular economy-based strategy. This strategy refers to several aspects such as material sourcing, design, manufacturing, distribution and sales, consumption and use, collection and disposal, recycling and recovery, remanufacturing, and circular inputs. The purpose of this research is to understand the strategy selection of modern coffee shops, to understand the strategy development by adding circular economy concept into it, and to understand the sustainability of the circular economy based strategy to be implemented. This research used descriptive qualitative research method by describing the strategies implemented by modern coffee shop owners in Pontianak. This research resulted in the conclusion that modern coffee shop owners in Pontianak have unconsciously implemented the concept of circular economy. The strategies implemented are related to the reuse of leftover coffee grounds, the use of digital technology to reduce paper, packaging recycling, furniture recycling, and the use of environmentally friendly plastic packaging. Future research is expected to be directed to determine the level of circular economy literacy in the coffee shop industry in Pontianak.</strong></p><p><strong>Keywords: </strong>Circular economy, business strategy, coffee shop, entrepreneurship</p>