The Go- service promotion strategy by Couvee coffee shops through Instagram social media with café concept take away and self service. The purpose of this research is to know and evaluate the stages of implementation of promotional strategies conducted from the preparation stage, implementation and evaluation. The research method used in this research is qualitative research with a type of qualitative descriptive research. The research is located at Jalan Kaliurang Km. 5.5 Yogyakarta. The data source of this research is an interview with the informant of the Couvee’s marketing staff, as well as the Covee’s customers and company documents. The results of this study, show that in drafting and doing a promotion strategy Cafe Couvee makes use of the features that are on Instagram captions, hastag to attract buyers, and cooperate with three food vloggers to share product information and collaborate with Go-Food as a business partner. Cafe Couvee promotes products using advertising (advertising), sales promotion. At the evaluation stage, Cafe Couvee saw only the number of sales and turnover without evaluating each stage of existing promotional activities