Every time you work with a new client, your best audiences will always be Custom Audiences and Lookalike Audiences. 

For physical locations, you want to re-market to existing customer databases.You want to use a custom audience of people who have already bought at the store to promote re-purchases.

You then want to use this database and use a similar/lookalike audience so that you can bring new potential customers over. Because you are using Facebook offline events, you can even segment people based on long-term value of sales.

The last audience you should be using is a saved/core audience, but you should always start with the other two first.