The aim of this study was to provide strategic implications for the coffee market in which competition got severer throughIPA analysis based on the attributes of selection of a specialized franchise coffee shop. The results of a positive analysisconducted with undergraduates in their twenties were as follows: According to the evaluation of the importance of theattributes of selection of a specialized coffee shop, the most important were ‘cleanliness and hygienic facilities inside the shop(6.09)’ and ‘taste and quality of the menu (coffee) (6.09)’. According to the performance analysis, those showing the highestperformance were ‘brand image (4.92)’ and ‘cleanliness and hygienic facilities inside the shop (4.92)’. According to theresult of IPA analysis, what customers regarded as being the most important were ‘taste and quality of the menu (coffee)’,‘kindness of the staff’, and ‘cleanliness and hygienic facilities inside the shop’, and, in fact, they showed great performancesas well. However, ‘price of the menu (coffee)’ was regarded as being important but did not indicate a great performance;therefore, they showed dissatisfaction with it. Although they did not think ‘environment around the shop’, ‘brand image’,‘brand recognition’ or ‘interior size and scale of the shop’ were important, the attributes did not appear to show greatperformances. Therefore, we need constant maintenance strate gies regarding the fact that consumers are considered to bevery important for evaluation, and should make efforts to change the price in advance.