Challenges and competition are inevitable in business development, likewise in an institution of English course in Yogyakarta. To the number of competitors increase the challenges that require the institution to innovate regarding the service offered. In this case, English Café, as one of the English institutions in Yogyakarta, put its position as a cafe-based course which became first innovation in English course. This innovation makes English Cafe different with other courses that offer enjoyable study method by café-based course concept in building relaxed atmosphere to increase motivation of learning English. This study aims to analyze the positioning strategy conducted by English Cafe in facing the competition of English courses in Yogyakarta. The author uses qualitative research methods with the presentation of descriptive analysis. The data obtained through interviews based og interview guideline and literature study. To examine the data validity in this research is through source triangulation. In this research, the positioning is applied through various stages, namely the planning stages which consists of determining the segmentation and target market, identifying competitors and consumers, determining the purpose and characteristic, and also setting the price. In the following phase, the implementation of the positioning is by applying café concept through logo, tagline, uniform and physical space which are communicated via all types of media have been determined to reach wider public. The last stage of the application of positioning si by conducting periodic evaluations as a form of supervision on the performance and position of English Cafe. The positioning of the course with the concept of the cafe has been considered as appropriate. It is viewed from the increasing number of members every year and the spread of English Cafe branch throughout Indonesia.