Beeline Adtech Analyzes Yekaterinburg City Day Cafe Demand

In anticipation of Yekaterinburg City Day, it is important for local businesses to understand how mass city events affect the behavior of residents and visitors. A study by Beeline Adtech, based on activity on the City Day celebration day, August 16, 2025, showed that on the event day, the flow of people near food establishments noticeably intensifies toward late evening, while interest in cafes and restaurants begins to form as early as 4 PM, opening additional opportunities for attracting customers.

The analysis was conducted on an area within walking distance of the Yekaterinburg City Administration building. Three indicators were studied: footfall at cafes and restaurants, interest in them, and actual purchases. Interest refers to search and behavioral signals indicating that a person considered the establishment as an option to visit.

The analysis used Beeline«s predictive mathematical models. Traffic flow was analyzed based on base station load, interest by subscriber media consumption categories, and purchase dynamics using anonymized data from retailers and fiscal data operators (OFD). The study was conducted only on Beeline subscribers who had consented to data processing.

Throughout the day, traffic near food establishments gradually increased. However, the highest level was recorded after 10 PM. High activity persisted until 11:30 PM. Thus, Yekaterinburg City Day generates a pronounced flow late in the evening.

Peaks of interest in cafes and restaurants, on the contrary, were recorded significantly earlier: from 4 PM to 8 PM. Therefore, it is rational for businesses to strengthen communication in advance: promote special offers, work with maps, and pre-orders.

Audience behavior varied depending on distance from the event center. In the 5-minute walking zone, interest in food establishments during the holiday increased by 32.1%. This zone showed the highest purchase conversion rate (8.7%), with an average check of 831 rubles ($8 at current rates).

Within a 10-minute walking radius, interest in establishments increased by 22.4%. Here, the highest average check was recorded at 1,032 rubles ($10 at current rates), but conversion to purchase was lower at 3.3%. This may indicate more expensive but less impulsive demand: here, pre-prepared reasons for a visit are especially important: menus, promotions, reservations.

In the 15-minute zone, interest increased by 31.8%. The average check was 935 rubles ($9 at current rates), and conversion to purchase was 6.8%. Moreover, after the event, conversion continued to grow (up to 14.4%) with a high check (816 rubles, $8 at current rates). Thus, for establishments in this zone, scenarios of late dinner and post-event meetings are promising.