Beyond the Daily Grind: A Guide to Profitable Pop-Ups and Events for Your Coffee Shop

Phil Ingram
Oct 16
3 min read

Your coffee shop is more than a place of commerce; it's a community hub. It's the backdrop for first dates, business deals, and quiet moments of reflection. But how do you amplify that community spirit, attract new customers, and create fresh excitement around your brand?

The answer lies in thinking "beyond the daily grind." Hosting events—both within your own walls and as pop-ups around your neighbourhood—is a powerful strategy to generate new revenue, create incredible marketing buzz, and solidify your status as a cornerstone of the local scene.

Here is our guide to profitable pop-ups and events for your coffee shop.

Why Bother with Events? The Business Case

It's easy to dismiss events as a lot of extra work, but the return on investment can be huge. A well-planned event strategy can:

Generate New Revenue Streams: Ticketed workshops and off-site pop-ups generate income beyond your standard day-to-day sales.
Maximise Your Space: Your shop sits empty in the evenings. Events turn those quiet, costly hours into a profitable, vibrant time.
Create Powerful Marketing Content: A buzzing event generates amazing, authentic photos and videos for your social media, showing off your shop's great atmosphere.
Build an Unbeatable Community: Events bring your regulars together and attract new people, creating a network of loyal fans who feel a genuine connection to your brand.

The In-House Playbook: Activating Your Own Space

Your shop is your stage. Use it after hours to create unique, ticketed experiences.

The Latte Art Workshop: This is the classic for a reason. Your customers are fascinated by how your baristas do it. Host a small, hands-on workshop on a Tuesday evening. Charge a ticket fee that includes the tuition, a bag of your house beans to take home, and a pastry.
The "Meet the Roaster" Tasting Evening: Position yourself as a true coffee authority. Partner with your roaster for a "cupping" or tasting session. Guests can learn about different origins and brewing methods. It’s an elevated experience that true coffee lovers will happily pay a premium for.
The "Acoustic & Affogato" Night: Collaborate with a local musician for an intimate, unplugged music session. Create a simple, high-margin "event menu" of affogatos, espresso martinis, and special pastries. It transforms your shop into a cosy, cultural destination.

Taking Your Brand on the Road: The Pop-Up Strategy

A pop-up takes your brand directly to where your target customers already are. It's a low-cost, high-impact way to win new fans.

The Farmer's Market Stall: Set up a simple stand at your local weekend farmer's market. You'll be serving a crowd that already values quality, local products. Serve batch-brew filter coffee and bags of your retail beans. Hand out cards with a special offer to visit your leading shop.
The Corporate "Lobby Takeover": Partner with a large local office block to set up a pop-up coffee bar in their lobby for a morning. It's a fantastic way to get your product directly into the hands of hundreds of potential new regulars. Offer a "corporate discount" for all employees of that building.
The Local Festival or Fair: Sponsoring or having a stall at a local school fair, street festival, or community event is a brilliant brand-building exercise. You'll be seen as an active, supportive member of the community.

The Final Step: Turning Attendees into Regulars

The event was a massive success. You sold out the workshop or had a long queue at your pop-up. But what happens next? How do you convert that one-night buzz into a long-term, profitable relationship?

This is where you need a simple, smart tool to capture the moment.

A digital loyalty platform like meed is the perfect partner for your event strategy. As guests enjoy your workshop or grab a coffee from your pop-up, you have a golden opportunity to invite them into your world.

"Thanks so much for coming! We have a loyalty club for our regulars. If you scan this QR code, you can join for free, and we'll give you a voucher for a complimentary pastry on your next visit to the shop."

With a quick, app-free scan, you accomplish two crucial things:

You Build Your Community: Every person who scans is now part of your digital network. You have a direct way to thank them for coming, let them know about your next event, and keep your brand top-of-mind.
You Drive Foot Traffic Back to Your Shop: The "welcome" coupon is the critical link. It gives every event attendee a powerful, tangible reason to make that first (or next) visit to your physical location, turning the event's energy into real, measurable footfall.