SixAsix Coffee, a global coffee chain company, has expanded its business to include food and merchandise in addition to its core offering of high-quality coffee and beverage products. These new additions complement the company's existing offerings. Despite the fact that it is considered a complementary product, the food category has become the second largest contributor to the company's revenue in Indonesia. Nevertheless, maximizing the performance of the food category presents a challenge for the company because of the higher cost of food in comparison to the cost of beverages and the primary focus of customers on the purchase of coffee. This study intends to find the right strategy to increase the food purchase willingness by investigating the influential factors that drive customers to purchase food as well as the customers' preferences and expectations regarding the food that is offered at SixAsix Coffee Indonesia. The qualitative data collection was conducted through in-depth interviews with a total of 16 respondents for this study, which included customers, store managers, and subject matter experts. The audio recordings of the interviews have been summarized and analyzed, and the findings are organized into categories according to the research questions and the respondent groups. The findings of the study are given greater validity as a result of the application of the triangulation methodology. Five influential factors that motivate customers to buy food at SixAsix Coffee have been identified as a result of an analysis of the responses customers gave to an interview. SixAsix Coffee is in a position to enhance its food performance, attract a greater number of customers, and ultimately increase its profitability if it first gains an understanding of the significance of the factors mentioned above and then adjusts its internal management strategies accordingly. The findings of this research provide valuable insights that can serve as a guide for the development of effective strategies to improve the contribution that the food category makes to the overall success of the company.