AbstrakUsaha mikro kecil Menengah kini didominasi oleh upaya dibidang kuliner, menurut Badan Pusat Statistik kuliner menyumbangkan 33% terhadap total PDB dari kategoi usaha penyediaan makanan dan minuman, karena kuliner yakni selaku kebutuhan pokok manusia daripada produk subsektor yang lain. Selain menjadi penyumbang PDB terbanyak kuliner juga berkontribusi terhadap total konsumsi rumah tangga sebesaar 42,42%. Lapisan industri bidang kuliner terbagi atas beberapa lappisan diantaranya adalah restoran lokal, restoran fullservice, Self Services restaurant dan toko makanan jasa boga. Banyaknya cafe yang berdiri di Jombang membuat Rich’s Coffe harus memiliki strategi tersendiri untuk mendapatkan konsumen yang loyal serta meningkatkan profitabilitas usahanya. Penelitian ini yakni termasuk penelitian kualitatif yang berwujud studi kasus. Sumber data dilaksanakan dengan wawancara, dokumentasi serta observasi. Teknik analisis data pada penelitian ini yakni teknik analisis interaktif. Penelitian ini memiliki tujuan guna mengetahui upaya apa yang cocok guna dilakukan dalam menunjang loyalitas konsumen dan profitabilitas perusahaan. Pada penelitian ini peneliti membahas terkait formulasi upaya peningkatan loyalitas konsumen dan profitabilitas melalui analisis SWOT. Upaya peningkatan strategi usaha dilakukan dengan menganalisis keempat komponen dari analisis SWOT yakni kekuatan (Strenght), Kelemahan (Weakness), Peluang (Opportunity), serta ancaman (Threats). Kata kunci: Loyalitas, Profitabilitas, SWOTAbstractCurrently, Micro, Small and Medium Enterprises are dominated by businesses in the culinary sector, according to the Central Bureau of Statistics, culinary contributes 33% of the total GDP from the food and beverage supply business category, because culinary is one of the basic human needs compared to other sub-sector products. Apart from being the largest contributor to GDP, culinary also contributes to total household consumption by 42.42%. The culinary industry is divided into several layers, including local restaurants, full- service restaurants, self-service restaurants and food service shops. The number of cafes that exist in Jombang makes Rich's Coffee have to have its own strategy to get loyal customers and increase the profitability of its business. This is a qualitative study in the form of a case study. Data collection methods include interviews, documentation, and observation. The data analysis technique used in this study is interactive analysis. This study aims to determine what strategy is appropriate to do in increasing consumer loyalty and company profitability. In this study, researchers examine the formulation of strategies to increase consumer loyalty and profitability through SWOT analysis. Efforts to improve business strategy are carried out by analyzing the four components of the SWOT analysis, namely Strengths, Weaknesses, Opportunities, and Threats. Keywords: Loyalty, Profitability, SWOT