This research analyze how is the promotion strategy that was done by Café Brick on improving the total customer in 2017. This research is to know the promotion strategy that was done by Café Brick on facing the culinary competition in Yogyakarta and to know the response form the target audience of Café Brick. The theory frame that was used on this research is promotion strategy and the steps of promotion strategy. The method that was used on this research is using qualitative description that aimed to inform the fact and adapt the situation or event that is exist. The object of this research is operational manager of Café Brick, Marketing and Sales division of Café Brick and the followers of Café Brick instagram account. The method of gathering data used deep interview and documentation. The analysis technique is qualitative analysis using triangulation technique as validity data test. The results of the research that have been done that during 2017 Café Brick uses Instagram social media to carry out it’s promotion activities. In it’s promotion, the Café Brick targets potential customers who live in the city of Yogyakarta, young students and students by using the one day one post system and using different thematic themes and messages every day. In each post, it uses two languages, English and Indonesian.