Solo dining is gaining momentum, with more and more people choosing to enjoy meals alone. More than half (52%) of US consumers say they’re planning to dine solo this year, with Gen Z and Millennials more likely to embrace this trend, according to consumer research by OpenTable and Kayak.*
There are many factors driving the surge in solo dining, including an increase in single households, a desire for more “me time,” and business travel. For restaurants, this trend presents a valuable business opportunity. Solo diners per person spend 48% more than any other diner, averaging $84.**
We’ve rounded up the top solo dining trends to take note of, plus tips for capitalizing on the opportunity.
Most Gen Zs and Millennials plan to dine solo this year
OpenTable data shows that younger generations value dining alone. The majority (68%) of Gen Zs and Millennials have dined solo at a sit-down restaurant in the past year, and that sentiment isn’t going away—65% and 63% respectively plan to embrace the trend this year.***
To appeal to this group with your marketing, ensure you communicate authentically and stay true to your restaurant’s unique brand. Emphasize solo dining experiences in your messaging and showcase your restaurant as a welcoming destination. When it comes to the channels where you market your restaurant, invest in social media. Millennials spend an average of 2 hours and 38 minutes daily on social media, while Gen Z logs more than four hours each day. Both audiences use Instagram, but you’d be wise to market on platforms like TikTok, Facebook, and YouTube as well.
The majority choose to dine solo mainly when traveling
Whether a solo diner is new to eating alone or a seasoned pro, one thing many have in common is that they’re from out of town. Over 60% of Americans would choose to dine solo mainly when traveling alone. This statistic rises with age: 69% of Baby Boomers say this versus just 55% of Gen Z consumers.*** For restaurants, highlighting the local cuisine and offering unique dishes that give travelers a true taste of the area can be a huge draw.
Additionally, travelers often rely on online reviews from trusted sources to discover dining options. Ensure your restaurant has a strong presence on platforms like Google to make sure you’re putting your best foot forward online.
If you’re an OpenTable restaurant, you can easily manage your reputation and showcase the best of your establishment through your restaurant profile. Responding to reviews and polishing your profile can help your restaurant stand out from the crowd and give solo diners the confidence to book.
Solo diners want connection with others
It’s easy to assume that solo diners might want to be left alone, but that’s not always the case. More than a quarter of people (27%) would invite other solo diners to their table to enjoy a meal together. Similarly, 22% of solo diners will strike up conversations with restaurant staff or people around them.***
Cater to this group by customizing your floor plan to include bar seating or a chef’s counter. Even a communal table can invite connection. And if your floor plan doesn’t allow for bar seating or communal tables, don’t sweat it—36% of solo diners would sit in standard seats if given the choice.*** Just make sure your staff removes extra place settings to help counteract any feelings of awkwardness.
Loneliness is people’s biggest barrier to dining alone
While more and more people are opting to eat at restaurants alone, feelings of loneliness give some pause: nearly half (48%) say it’s their biggest barrier to dining alone.*** Motivate them to feel comfortable dining solo by giving them a unique experience to focus on. You can offer a sumptuous, multi-course tasting menu with your chef, host live music, or teach them how to make a meal or shake up a cocktail. Whatever you choose, you’ll help them feel comfortable taking the leap to dine alone and make that “me time” count.
Waiting alone in line for a restaurant can also be a deterrent to solo dining. If you’re on OpenTable, save your guests that stress by offering your waitlist online so they can get in line without waiting in line. Not only does offering your waitlist online give solo diners ultimate convenience, but it’s also a great way to optimize every seat, effectively filling spots from late cancellations and no-shows.
By understanding and catering to solo diners’ preferences and behaviors, savvy restaurants can tap into this growing demographic and maximize revenue.
OpenTable x KAYAK Consumer Research
*Methodology: OpenTable looked at online seated diners for parties of 1 from June 1, 2023 to May 31, 2024, and compared it to the corresponding period in 2023.
**Methodology: OpenTable looked at the average spend per guest for parties of one and overall party sizes from June 1, 2023 to May 31, 2024.
**Methodology: An online survey was conducted by PureSpectrum among 2,000 general consumers in the US. Within this sample, major cities have been weighted for direct comparison. The research fieldwork took place between 3rd – 5th June 2024.
