Running a café or coffee shop is about more than great coffee — it's about making your space work for you. Most independent business owners I know want to "sweat the asset" — in other words, find ways to make the premises that cost you money every day start generating more profit, not just ticking over.
Here are seven events you can run semi-regularly to fill quiet times, attract new customers, and increase profits. I've used a few of these myself when I ran Shakes 2GO, and they really can make a difference.
1. Valentine's Day
This one's an easy win. Open up in the evening and take advance bookings to create a cosy, romantic setting. Dim the lights, add candles, play soft music, and offer a simple but special "Dinner for Two" menu.
If romance isn't your crowd's thing, you can flip the idea and host an Anti-Valentine's night — speed dating, singles games, or just a "mates night out" with cocktails and desserts. Whatever you choose, it's a perfect excuse to make an ordinary night a profitable one.
2. Mother's Day Afternoon Meal
Mother's Day is another guaranteed crowd-puller. Offer an afternoon meal or a Mother's Day High Tea with sandwiches, cakes, and a glass of fizz. Encourage pre-bookings and promote gift vouchers — customers love to treat their mums, and it's a great way to introduce new people to your café.
3. Afternoon Tea Service
Afternoon teas have made a huge comeback recently. If your café tends to go quiet after lunch, why not launch an Afternoon Tea Menu from 3pm onwards?
It doesn't need to be complicated — sandwiches, scones, and tea presented nicely can transform your slowest hours into a profitable new sitting. You could even create themed versions around holidays or seasons.
4. Halloween Specials
Halloween is a fun one to get creative with. Offer pumpkin spice lattes, Halloween hot chocolates, or "trick-or-treat" kids' drinks.
You could even make up mini treat buckets for children who visit or encourage fancy dress for a discount. It's a great excuse for photos, social media buzz, and bringing families through the door.
5. Monthly Tasting Menu
Consider opening just one evening a month for something special — a seven-course tasting menu or themed dinner night. You can base your menu around the seasons, borrow ideas from top restaurants, and create a real dining experience with flowers, candles, and good music.
You don't have to be fine dining to make it work — just make it feel like a one-off event worth coming back for. These nights not only boost income but can also build long-term loyalty.
6. Bake-Off or Masterclass Events
TV shows like The Great British Bake Off have made baking popular again — so why not teach what you know? A midweek evening class in baking, latte art, or coffee tasting can attract a new audience and create an extra income stream.
People love learning something new, and they'll pay for the experience — especially when they can take something delicious home.
7. Themed Family Days
When I ran Shakes 2GO, I noticed sales would dip on Sundays during bank holiday weekends. One year, I decided to try something different — I hired an Elsa lookalike from Frozen to sit in the shop for a few hours.
It turned a quiet afternoon into one of our busiest days. Families came in, kids were thrilled, and we got loads of great photos for social media and local PR. Sometimes, small creative ideas can completely change the energy (and profits) of your business.
💡 The Power of Events
Events don't have to be complicated or expensive to work — they just need to give people a reason to visit, talk about you, and share the experience.
Final Thought
When you combine events like these with a digital loyalty system like Retail Geek, you can go one step further — by inviting your loyal customers directly to your events via email or push notifications, instead of hoping they see your social media post.
That's how you turn quiet afternoons into full houses — and one-time visitors into regulars.
Find out how Retail Geek can help your café or coffee shop grow →
