How do I judge a dessert shop’s late-night foot traffic?

Late-night traffic often depends on things outside the shop: nearby bars, events, a theatre, a campus or even the weather. Stand across the street on a weekday, a weekend and a quiet evening. Note how many people pass, how many enter and how long they stay. See whether they buy a dessert, a drink or simply use the washroom. Return in a different season if you can.

Compare what you see with the sales data. Ask for sales by hour, not just by day, and see whether evenings are consistent or driven by a handful of events. Ask the seller what draws late customers and what could change it, such as a neighbouring venue closing. Ask whether the lease or landlord rules affect opening hours.

Then think about the cost of staying open. Ask what staffing, power and security the late hours need, and whether the extra sales justify them. Your accountant can help you compare the hours. Ask staff, with the seller’s permission, what the late crowd is like and who comes back. Ask neighbouring shops and staff whether late crowds have grown or faded, since a trend matters more than a single night.

Key takeaways

• Visit at claimed busy hours on several different nights.
• Ask for sales broken down by hour, not only by day.
• Weigh the cost of staffing late hours against what they bring in.
• Ask neighbours whether the late crowd is growing or fading.