When you're young that's the only time you can work and socialise consistently! I used to go out every Friday and Saturday night, work 12 hour shifts in Neros all weekend and felt great! Woke up at some random house and shower, I don't know how many times I used to ask my colleagues 'do I smell like tequila?' It was the best!
I agree OP, it's great when you're in your 20s. The buzz of a busy place, the camaraderie, the social life, friendships made etc. did make up for the crap bits (long shifts - sometimes 11 or 12 hours on your feet with a 30-minute break!, low pay, sometimes dealing with difficult customers etc.)
As for tips, I never worked anywhere that service-charged, tips were NOT guaranteed (except around Christmas). Tips were very good in the restaurant where I worked, they were pretty much non-existent in the pub I ended up in, but I agree that tips would not be a perk in a cafe in a department store. Fwiw, I was on NMW the entire time I was in hospitality. AND I was a very hard worker! I could easily say I deserved more than NMW but so do most people in hospitality, care work etc.
I'm so glad that we have NMW for hospitality staff in this part of the world and don't have a system like the American one where staff rely on tips to make up their wages. But I see no mention of some of the things PPs have raised as potential reasons for people being put off, such as no breaks offered, no uniform provided. I Imagine a chain cafe would provide a branded uniform and would have proper employee rights in place such as entitlement to a 15-minute break for a six-hour shift.
It's a chain cafe, she doesn't own it, and it's in the middle of a not very hip department store. Unlikely young people will stroll past the poster. It's both days of the weekend but 10-4.
I know that if I was late teens/early 20s again and looking for a job, I wouldn't be put off by minimum wage, and the prospect of a six-hour shift. I imagine that would suit a lot of people, but I suppose as many have already mentioned, the timing is unfortunate. I have a friend who runs a coffee shop in a student's union and they do keep running outside of term-time but they have no need for staff as the place is a ghost town when the students are away. What is the town like generally OP? What is footfall like in the town & in the department store? Has your friend advertised the vacancy on social media if that's an option?