In a creative twist on tradition, coffee shops across the UAE are transforming the simple act of buying coffee into a festive experience, as customers line up for a chance to receive ‘Eidiya’ envelopes during Eid celebrations.
Eidiya is a long-standing Muslim custom in which money, sweets, or small gifts are given to family, friends, and especially children during Eid al Fitr and Eid al Adha. Today, that tradition is finding a modern home in cafes, where the element of surprise is drawing crowds.
At Wacup Coffee, owner Saud Al Nuaimi said the idea grew from a desire to offer something meaningful during special occasions.
“We always try to introduce something new for our visitors, whether it’s a product, discounts, or special designs,” he explained. “For the past four years, we’ve launched Eidiya envelopes during Eid, and this year marks the fifth. These initiatives reflect our traditions and spread happiness and connection within the community.”
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Customers often arrive expecting only their daily coffee but are surprised. Staff present Eidiya envelopes alongside orders, prompting excitement and spontaneous reactions.
“People stop to take photos, share their experience, and even come back to try their luck again,” Al Nuaimi added.
The envelopes at Wacup Coffee typically include small cash amounts ranging from Dh5 to Dh10 as well as free drinks, underscoring that the gesture carries more meaning than its monetary value.
A similar scene unfolds at Jeis Coffee, where owner Abdulrahman Al Hadrami said the concept was designed to elevate the cafe experience.
“We wanted it to be more than just coffee, it’s a moment of joy and sharing,” he said. “Eid is about gifts and surprises, so we translated that into something modern that fits our cafe.”
The response, he noted, exceeded expectations. Long queues formed early in the day, with steady crowds continuing throughout Eid.
“People weren’t just coming for coffee; they were excited about the idea itself. Many returned again to relive the experience,” he said.
Coupons offering buy-one-get-one-free deals and 20 per cent discounts for Eid
An initiative at Jeis Coffee introduced last year in collaboration with the Beans app offered a wider variety of prizes, from simple offers to higher-value rewards, ensuring every envelope delivered a unique experience.
The initiative, in collaboration with the Beans app, was launched during last Eid
The element of surprise plays a key role. Customers often open envelopes on the spot, sharing smiles, laughter, and sometimes even gifting their winnings to others.
“It creates a beautiful atmosphere,” Al Hadrami said. “It’s not just a transaction, it’s a memory.”
Meanwhile, at One Round Coffee, manager Kevin described how the idea, introduced by the café’s owner, quickly gained popularity.
“At first, we didn’t know if it would work, but customers loved it,” he said. “It’s not about what’s inside the envelope, it’s about the happiness and excitement it creates.”
He added that customers often arrive even before opening hours at 7 AM, lining up eagerly for their Eidya and their drink. The initiative runs from the first day of Eid through the third, with visitors eager to be part of the experience.
Customers receiving Eidya at One round Coffee
What began as a small initiative in a handful of coffeeshops is now gaining momentum across the UAE. The trend reflects a broader shift in customer expectations from simply purchasing products to seeking memorable experiences.
Source: Khaleej Times