With rising demand for high-quality coffee experiences, specialty coffee shops have grown exponentially across the Middle East. Yet, beyond the fancy drinks, they have become an unexpected hub for daytime parties. Music consultant, producer and DJ Roy Malakian explores the latest trend and explains the reasons why it’s taking the region by storm.

It’s no secret that nightclubs are not as popular as they once were. Even before the pandemic, the sector was in decline. According to data released by IBISWorld, the number of clubs shrank by 10 percent in both America and Germany and by over a fifth in the UK in the decade prior to Covid-19, largely due to rising operational costs, less disposable income and a shift in consumer behavior.

Coffee shops, on the other hand, have experienced unprecedented growth in recent years, with coffee overtaking other beverages as the drink of choice. Indeed, the vast majority of millennials and Gen Z are turning their back on alcohol. In fact, a report by World Finance revealed that Gen Z drink around 20 percent less than millennials, who are also drinking less than previous generations.

As modern-day consumers prioritize their well-being and gravitate toward healthier alternatives to alcohol, the club scene is, in turn, finding its place among the coffee drinkers. All hail the coffee shop party!

From DJs to decaf

These lively events blend the cozy atmosphere of a coffee house with the pulsating rhythms of electronic music, creating a completely new way to enjoy both your beloved caffeine boost and innovative sounds. From savoring an afternoon latte while moving to house music to sipping cold brew during an evening DJ set, coffee shop parties are swiftly becoming the go-to spot for anyone looking to break away from the usual club environment and dive into something excitingly new.

What’s brewing?

Essentially, these parties are exactly what the name suggests: decks, a DJ and delicious coffee. Picture this: comfortable seating, soft lighting and that wonderful aroma of freshly brewed coffee, all against the backdrop of a local DJ playing some deep house — a place where people can bond over their mutual appreciation for good music and good coffee without the intense, high-energy vibe (not to mention the eye-watering bill) you’d typically get in a club or bar.

How local businesses are gaining an edge

For local cafes and coffee shops, throwing DJ parties does more than attract a crowd. These events help to create a buzz, especially when it comes to launching new drinks. Indeed, lots of cafes now view these gatherings as a way to stay fresh, exciting and relevant, providing experiences that keep their customers coming back for more.

In the Middle East, where coffee culture is as rich as a dark roast, the sight of DJs in coffee shops is becoming more common. The UAE is leading the trend, with Fred’s Coffee Party being one of the first to explode on social media earlier this year. The brand even threw a coffee party among thousands of passengers at Dubai International Airport. These days, coffee shops across Dubai, such as Emirati Coffee, are collaborating with platforms like No Filter DXB to bring epic sounds to the coffee-loving community.

Similarly, Lebanon — a country known for its unparalleled nightlife and joie de vivre — is following suit, with trendy spots like Gou and Sip hosting daytime coffee parties.

Beyond the coffee cup – a fad or fixture?

As people continue to look for fresh, fun and informal ways to hang out, the concept of mixing coffee with electronic beats is likely to grow in popularity, particularly in the Middle East. So, don’t be surprised if your next macchiato, latte or cold brew is served with a side of Black Coffee!