I've seen people come in and buy a shot and a Bud at 10:00 in the morning. But from what I have seen it is a good source of revenue, especially when they don't like coffee and want to relax a little before going home. Or people who are regulars in the morning who come back in the evening for a get together with friends!
When I was at the casin I was shocked how many Irish coffees we would sell....baileys was another popular one in the am! I brought in a full liquor bar....sold drinks for $7.50-$9.00....did really well!!!