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Coffee shops have been mushrooming quite a lot in Indonesia, indicating that coffee drinking is now part of lifestyle. The present study aims to figure out innovative strategies appropriate to boost the business performance of coffee industry. The samples were 67 coffee industries in West Java, Indonesia. Data were analyzed using PLS-SEM. The results revealed that innovative strategy indicated by aggressiveness, analysis, defensiveness, futurity, proactiveness, and riskiness had influence on the business performance, indicated by financial and nonfinancial performance, of small and medium coffee industries. It is necessary for small and medium coffee industries to make innovative strategy as a response to the changes in culture and consumer behaviors and the industrial revolution. That way, they can improve their business performance and sustain.