Beyond the Happy Hour: How to Turn Daytime Drinkers into Loyal Regulars

The 9-to-5 workday has fundamentally changed. With the rise of remote work and flexible schedules, a new and valuable demographic has emerged: the daytime drinker. This isn’t about encouraging excess; it’s about recognizing that your slower afternoon hours represent a golden opportunity. These patrons—remote workers, retirees, local service industry staff, and tourists—are looking for a “third place” that isn’t home or the office.

By creating a welcoming environment and offering targeted incentives, you can convert these occasional daytime visitors into a reliable and loyal customer base. A recent Gallup poll revealed that nearly 30% of all full-time employees work entirely remotely, while about 60% work a hybrid schedule. This is a massive market seeking daytime venues. Here’s how to capture it.

1. Understand the Needs of the Daytime Patron

Before you can build loyalty, you must understand what this customer wants. While the evening crowd might seek high-energy socializing, the daytime patron is often looking for something else entirely.

For the Remote Worker: Their priorities are practical. Is your Wi-Fi fast and reliable? Are there accessible power outlets? Is the seating comfortable for a few hours of work? A survey by Open-Sourced Workplace found that 83% of remote workers would actively seek out a third-party venue like a bar or café if it offered a dedicated and well-equipped workspace.
For the Relaxed Socializer: This group includes retirees, parents, or friends meeting for a casual afternoon. They value a relaxed atmosphere, comfortable seating, and attentive but not intrusive service. They are often looking for lighter fare and drinks, such as spritzes, session beers, or high-quality non-alcoholic options.

2. Create a Daytime-Specific Loyalty Program

A generic, one-size-fits-all rewards program won’t make your daytime guests feel special. A dedicated program shows you value their specific business.

Launch a “Mug Club” or “Daytimer’s Club”: Offer a simple punch card for lunch & drink combos. For example, “Buy 5 weekday lunches, get the 6th free.” This encourages repeat visits during the hours you most need to fill.
Tiered Rewards: Reward frequency. A guest’s 5th daytime visit could earn a free appetizer, while the 10th could earn them a piece of branded merchandise, like a coffee mug or t-shirt.
The Power of Loyalty: The data doesn’t lie. A landmark study by Bond Brand Loyalty found that loyalty program members spend up to 67% more on average than non-members. This investment pays for itself through increased frequency and higher check averages.

3. Curate Your Daytime Menu and Atmosphere

Your daytime offering should be distinct from your evening one. This signals a change in pace and caters directly to the needs of the afternoon crowd.

Offer “Work-From-Here” Packages: A simple bundle like a bottomless coffee/tea and a lunch item for a flat fee can be incredibly appealing to a remote worker looking to settle in for a few hours.
Focus on Lighter Options: Develop a menu of lower-ABV cocktails, craft sodas, premium coffees, and appealing snack specials. According to NielsenIQ data, the low/no-alcohol beverage category has seen 31% dollar growth in recent years, a trend driven by consumers seeking mindful options, especially during the day.
Control the Vibe: Keep the music at a lower volume. Ensure the lighting is bright and conducive to reading or working. A comfortable environment makes people want to stay longer, and the longer they stay, the more likely they are to order another round.

By recognizing and catering to the unique needs of the daytime patron, you can transform your slowest hours into a steady, reliable source of revenue.