Why is every business now an event business and what can you learn from a doughnut shop?

Discover why every business today needs an event mindset and what you can learn from Ohio’s famous doughnut bar. Explore how Brewnuts delights customers, builds community, and turns every day into an experience—no matter your industry.

In a changing business landscape, simply offering a product or service isn’t enough to stand out anymore. Today, the most successful brands are those that create memorable experiences and meaningful connections. Shelley Pippin, co-owner of Cleveland’s Brewnuts—a doughnut bar that’s become a local legend—embodies this new approach. She says, “It’s not enough to be a hospitality business anymore. You need to be an event business.”

But what does turning your business into an ‘event business’ actually mean? It’s about more than hosting parties or promotions; it’s about tapping into the passions of your customers, creating moments that surprise and delight, and building a true sense of community. From themed weekends and pop culture tie-ins to hands-on community engagement, Brewnuts offers powerful lessons for marketers in any industry. Read on to discover how you can apply these strategies—whether you’re selling doughnuts or databases—and unlock new growth for your business.

How can events help you stand out today?
What does surprise and delight mean for customers?
Why should you balance creativity and business operations?
Is trusting your gut better than overthinking strategy?
How can listening to your community shape events?
Should you follow trends or focus on your values?
Does a hospitality mindset affect every customer interaction?
Can small, sincere events foster big lasting loyalty?
Will becoming an event business set you apart soon?

How can events help you stand out today?

In today's crowded marketplace, events are a powerful way for businesses to stand out and connect with their audience on a deeper level. Hosting creative in-store or themed events can turn a simple visit into a memorable experience that customers will want to share. These experiences foster community, loyalty, and word-of-mouth buzz that traditional marketing can’t match. Whether you run a doughnut shop or tech startup, leveraging events can make your brand truly unforgettable.

What does surprise and delight mean for customers?

Surprise and delight means exceeding customer expectations in unexpected and memorable ways. This strategy creates joyful moments that foster lasting loyalty and positive word-of-mouth for your business. For example, a doughnut shop might unveil a limited-edition treat or host a fun themed event, turning a regular visit into an experience. By prioritizing customer happiness, businesses set themselves apart from competitors and build genuine community connections.

Why should you balance creativity and business operations?

Balancing creativity with solid business operations is essential for long-term success. While innovative ideas and unique events can attract and delight customers, efficient operations ensure that those experiences are delivered consistently and profitably. Brewnuts succeeds by pairing creative menu ideas and themed events with sound financial management, demonstrating the power of collaboration between vision and execution. For any event-focused business, finding harmony between creativity and operational discipline sets the stage for sustainable growth.

Is trusting your gut better than overthinking strategy?

Trusting your gut can sometimes lead to more authentic and engaging events than overthinking every detail of your strategy. Shelley Pippin of Brewnuts credits much of her success to acting on excitement and intuition, rather than second-guessing creative ideas. Data is important, but so is recognizing when passion is a better driver for innovation. Sometimes, the best marketing moments happen when you simply run with what feels right.

How can listening to your community shape events?

Listening to your community is essential for creating events that resonate with your audience. By engaging with customers through social media, newsletters, and direct conversations, businesses like Brewnuts gather valuable feedback and ideas for future events. This customer-centric approach ensures that each event feels authentic and inclusive, building loyal relationships and driving word-of-mouth marketing. Ultimately, letting your community shape your events leads to stronger brand loyalty and memorable experiences.

Should you follow trends or focus on your values?

When deciding whether to follow trends or focus on your values, consider the long-term impact on your brand identity. While chasing every trend might bring temporary attention, it can dilute your core mission and confuse loyal customers. Businesses like Brewnuts succeed because they create authentic events that reflect their unique values and engage their community. By staying true to your principles, you build lasting connections that set your event marketing apart from the competition.

Does a hospitality mindset affect every customer interaction?

Adopting a hospitality mindset transforms every customer interaction into a memorable experience. When businesses like Brewnuts prioritize thoughtful service and genuine engagement, guests feel appreciated and return more often. Hospitality principles—gratitude, attentiveness, and personalization—contribute to building lasting relationships and loyal communities. No matter your industry, embracing a hospitality-first approach can set your brand apart and elevate your customer service.

Can small, sincere events foster big lasting loyalty?

Small, sincere events can absolutely foster big, lasting loyalty for local businesses like doughnut shops. When you create authentic experiences that surprise and delight your customers, you build deeper emotional connections. These thoughtful gatherings not only attract new visitors but also turn casual patrons into dedicated fans. By focusing on unique, community-driven events, you inspire word-of-mouth marketing and long-term customer relationships.

Will becoming an event business set you apart soon?

As more businesses embrace the event-driven approach, you might wonder if hosting unique experiences will still set your brand apart. The answer is yes—but only if you do it with authenticity and a deep understanding of your audience, just like Brewnuts. Hosting events that reflect your values and genuinely engage your community can cultivate customer loyalty that goes beyond simple transactions. In a crowded marketplace, the real differentiator is providing memorable moments that surprise and delight your guests.

However, simply jumping on trends or copying what others do won’t be enough. Success lies in finding the sweet spot between creativity, organizational strength, and sincerity in every event you plan. Take a page from Brewnuts: embrace your passions, listen to your audience, and build experiences around what truly matters to your community. By approaching your business like an event business—no matter what you sell—you position yourself to create deeper connections and lasting success.

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EDITOR

Ellie Macklin

Community & Content Manager, RADAAR

FREQUENTLY ASKED QUESTIONS

Why is every business an event now?

Discover how every type of business can benefit from event strategies inspired by a doughnut shop. Get clear answers to your most frequently asked questions right here.