This study discusses the promotional strategies undertaken by Coffee Toffe in increasing the number of visitor in 2016-2017. Coffee Toffee is one of the companies in the field of food and beverages called cafe. But besides selling food and beverage products, Toffee Coffee also sells an atmosphere that is certainly different from other cafes in the city of Magelang. Of course, Coffee Toffee has a variety of promotional strategies that have been done to increase the number of visitors and Coffee Toffee is also better known by a wide audience. This study aims to describe the promotion strategy undertaken by Coffee Toffee in increasing visitors in 2016-2017, theoretical framework used is promotion strategy, promotion and promotion of restaurant. The type of research conducted is qualitative descriptive research, so that in this research will explain, describe, and describe everything related to the problem under study, the location of this research is at Jl. Jendral Sudirman, South Tidar, Magelang, Central Java. data collection techniques by interview and literature study. While data analysis techniques and data presentation by collecting data, data reduction, data presentation, and conclusion. The result of this study illustrates that the promotional strategy undertaken by Coffee Toffee is good. Coffee Toffee takes steps with the planning, implementation and evaluation process. The promotional tools used are advestising (advertising), publicity, personal selling, sales promotion, and direct marketing. While the strategy Coffee Toffee uses media promotion strategies. From the research results show that this research is in accordance with the theory used in the study.