Turning Cafés into Matchmaking Venues: A Practical Look at Speed Dating Events

Coffee shops have long been informal meeting spots for couples, whether they are on a first date or a hundredth. So it made sense for SPoT Coffee, a franchise based in Buffalo, New York, to try a different kind of gathering: speed dating.

Speed dating is a singles event where strangers come together at a venue, have a series of brief conversations, and then decide whether they would like to see each other again. Participants usually spend five or six minutes with each person before rotating to the next.

Laura Lee Lawrence, who manages social media and customer relations for SPoT Coffee, says the chain’s cafés offer an inviting setting for such events.

“Our cafes are designed for a fun and lively experience,” Lawrence says. “We have art in our cafés and beautiful seating areas—from bar stools to lavish couches—ensuring that it’s always comfortable.”

SPoT Coffee has run speed dating events successfully for several years. About thirty singles attended the most recent one, held in Rochester, New York.

To make the event worthwhile for the café, each participant is asked to make a small purchase. But the benefits go well beyond the day itself.

“These events inevitably bring new faces into our cafés,” Lawrence says. “More often than not, when someone is introduced to our cafe, we are bound to see them return.”

SPoT Coffee partners with Pre-Dating Speed Dating, a service that organizes speed dating events. Pre-Dating handles the arrangements, including scheduling, answering participants’ questions, and notifying guests of any changes to the schedule.

Pre-Dating also helps publicize the event through social media and by offering special registration promotions. To increase attendance, SPoT Coffee cross-promotes through its own marketing channels, using social media, in-store signage, and word of mouth.

“Our staff will oftentimes talk to customers about upcoming events in our cafes,” Lawrence says.

Working with Pre-Dating reduces the workload for SPoT. With scheduling, registration, and primary promotion handled, café staff only need to keep track of how many singles are expected and plan to rearrange chairs and tables on the day of the event as needed.

“You don’t want to reserve a large space for a few people and you definitely don’t want to be understaffed for a large turnout,” she advises.

According to Lawrence, it is also important to ensure that events do not become a nuisance or inconvenience for customers who are not taking part. At SPoT Coffee, this has not been a problem.

“We have yet to encounter any need to compromise on service due to one of these events,” she says. “As a matter of fact, these types of events can infuse the café with a very fun vibe.”

For café owners, hosting speed dating can be personally rewarding as well. “It’s nice to play a part in such a feel-good event,” Lawrence says. “You never know if two people may meet in your café and get married.”