This research explores the business strategy of Ayam Goreng Cabe Ijo Mas Hendy, an Indonesian restaurant, to address the challenges posed by digital transformation. Through a SWOT analysis with the support of PESTLE and porter five analysis to This research explores the business strategy of Ayam Goreng Cabe Ijo Mas Hendy, an Indonesian restaurant, to address the challenges posed by digital transformation. Through a SWOT analysis with the support of PESTLE and porter five analysis to prompt the external analysis, the study identifies its strengths and weaknesses and strategic opportunities and threats in the restaurant business. Interviews with key stakeholders, including owners, restaurant management staff, and a few loyal customers, provide insights into the restaurant's capabilities and challenges ahead. The results are ranked based on importance, performance, significance, and business's response and synthesized into a TOWS matrix with quantitative values. This process led to the formulation of various business plans and actionable recommendations, enabling the restaurant to adapt to digital trends and enhance its competitive advantage. The results show the readiness for ayam goreng Cabe Ijo Mas Hendy to grow using digitalization tools with proper transition. The study highlights the potential of Ayam Goreng Cabe Ijo Mas Hendy in the digital transformation circumstances to stay competitive and relevant.This research explores the business strategy of Ayam Goreng Cabe Ijo Mas Hendy, an Indonesian restaurant, to address the challenges posed by digital transformation. Through a SWOT analysis with the support of PESTLE and porter five analysis to prompt the external analysis, the study identifies its strengths and weaknesses and strategic opportunities and threats in the restaurant business. Interviews with key stakeholders, including owners, restaurant management staff, and a few loyal customers, provide insights into the restaurant's capabilities and challenges ahead. The results are ranked based on importance, performance, significance, and business's response and synthesized into a TOWS matrix with quantitative values. This process led to the formulation of various business plans and actionable recommendations, enabling the restaurant to adapt to digital trends and enhance its competitive advantage. The results show the readiness for ayam goreng Cabe Ijo Mas Hendy to grow using digitalization tools with proper transition. The study highlights the potential of Ayam Goreng Cabe Ijo Mas Hendy in the digital transformation circumstances to stay competitive and relevant.prompt the external analysis, the study identifies its strengths and weaknesses and strategic opportunities and threats in the restaurant business.