Nothing could be more brat than solo dining. The four letter word that has come to define Summer 2024 is all about being bold, defiant and pleasure seeking.
So it’s no surprise that the masses embracing the namesake Charli XCX album are showing an unprecedented tendency to treat themselves. And a solo night on the town fits the brat bill.
In Lightspeed’s 2024 State of Hospitality report, 45% of those polled are riding solo for sit-down meals. Savvy businesses need to take notice and make some equally bold moves to secure this growing demographic. Don’t let the electric green fool you—solo is here to stay.
What is solo dining?
Solo dining is eating a meal alone at a restaurant or other establishment. The experience is all about you. It’s about you taking up space, ordering whatever your palate desires, and savoring your own company. Some might call it a growing trend (we just might) while others may say it’s a sign of the times (cue references to social isolation). No matter which way you cut it, that slice of the restaurant-going pie is only getting bigger… So, brat or no brat, prepare to set the table for one.
- Why is solo dining a growing trend?
- Cultivate a cozy and welcoming atmosphere
- Train staff to support solo diners
- Offer a flexible menu for solo diners
- Keep things smooth and efficient
- Ask for feedback from your guests
- Table for one
Why is solo dining a growing trend?
There’s a variety of economic and social reasons that explain why solo dining is on the rise. Busy schedules, remote work, changing family structures and an increase in single households are shaping a new reality. For younger generations, particularly in Asia where solo dining is often referred to as ‘secondary dining’, it has emerged as a symbol of empowerment. In Japan and Korea, where communal dining is the standard, there are now specific terms for solo dining showing a shift in culture that values independence.
Whether framed as self-care, mindful eating or simply time away from the chaos of the day, creating a space that welcomes and caters to solo diners is a smart decision. This growing trend presents a sizable business opportunity. Here’s how restaurants can capture and retain this demographic.
Cultivate a cozy and welcoming atmosphere
Although there’s much less stigma associated with solo dining—no one wants to feel like they are singled out for going solo.
To counteract this feeling, create a space that lends itself to independent diners. From a bar with comfortable seating that invites lingering to a communal table where patrons don’t feel singled out, having options is key.
Ensure your floor plan has appropriate areas where single diners can lounge comfortably. And don’t assume they want to be tucked away out of sight. In our recent State of Hospitality survey, the top priorities for solo diners are peace and quiet (44%) and people-watching (43%). Solo diners are participating in the action, so don’t discount sensory elements like music, lighting, and table settings. When the individual sits, remove additional plates, silverware, or glassware so the tablescape reflects that this moment is for them only.
Train staff to support solo diners
Diners coming in alone might be doing it for the first time. They could be traveling from out of town and want to experience what you have to offer, or be seasoned solo diners. Your staff is their co-pilot in this experience.
From the moment they arrive, put them at ease—never assume patrons are meeting someone else. Starting with a “table for one” greeting shows them there’s no expectation that being alone is out of the norm.
Have your service staff put in that extra care. Historically, solo diners are used to a lower level of service, with staff assuming they want to be “left alone.” Intuiting the needs of guests applies to parties of one or many. They might have questions on unusual menu items, deals of the day, or dishes that appeal to their tastes. Staff should ask questions to get a read on if this is a quick midday bite or if they prefer to linger and enjoy a few courses to themselves.
The key is to not make assumptions and instead support them. Showing your solo diners kindness, respect, and courtesy creates a sense of community and connection that puts them at ease and invites them to return.
Offer a flexible menu for solo diners
Solo dining supports more sustainable practices. And that’s a big benefit. When Lightspeed polled the Australian market, hospitality business owners put sustainability as their second most desired trend to implement in 2024. While customers put sustainability as a top trend they want to see, with a whopping 34% saying it’s their number one priority.
Catering to this new demographic makes it much easier to control food costs. For example, creating a tasting menu is one approach that works for solo diners with the added perk of reducing waste.
Sustainability is top of mind, but solo diners don’t want to compromise on options and flavor. Having single-serving portions along with a wide variety of options means guests get the freedom to choose rather than having to overcommit to one big dish. These small menu tweaks have a big profit return. Fewer takeaway containers mean less trash and more cash.
Keep things smooth and efficient
Lean into technology that can elevate and enhance the overall customer experience. For example, let customers have the option to reserve seating in advance that showcases the floor plan. Polling over 7,000 diners globally in 2024, we found 44% of customers used online booking systems and 23% used them often to secure a spot. Empowering customers to select where they sit makes a great first impression.
With many solo diners popping in between work or carving out time while working remote, it’s imperative that the check-out process be seamless. Lightspeed found credit card and debit payments account for over 70% of the preferred payment methods.
Equipping your team with handheld devices that allow for tap to pay means once a diner is ready to go, it’s an efficient and effortless payment process.
Ask for feedback
Don’t wait for a bad Google review. Be proactive during service, communicating with the customer and seeing if there’s anything that is needed.
Having a customer-centric approach that considers thoughtful amenities or ongoing initiatives, like a loyalty program or special afternoon promos for those that work from home, is crucial. Be curious to see what a customer is looking for and where they are from—a new neighbor or someone seeking a dish they saw on Instagram and were tempted to try.
When polled, 30% of those surveyed by Lightspeed for our State of Hospitality Report 2024, said they dine alone to try new places. Ensure you are making an experience for them. Encourage additional feedback by creating a space, online or a physical card, for diners to share their thoughts—offering an additional incentive like 10% off their next meal.
Be it positive or critical, you’ll get a sense of who your guests are, where they are coming from, and how to tailor the experience you offer to satisfy their needs.
Table for one
Brat summer might be winding down, but solo dining is ramping up. It is rewriting how we think about hospitality, and yet the fundamentals remain the same. The dining experience is all about taking time for yourself, savoring delicious food, and having an experience to remember.
This means something different to each diner, and it’s up to the business and its staff to create an atmosphere that meets them where they are.
And where they are is at your table.
Methodology
Lightspeed initiated a consumer survey throughout May 2024 using third party survey vendor Medallia. Over 7,500 responses were collected globally, distributed amongst the following countries: Canada (1,500 respondents), United States (1,500 respondents), United Kingdom (1,000 respondents), Germany (1,000 respondents), France (1,000 respondents), Netherlands (1,000 respondents) and Belgium (1,000 respondents). Respondents were required to be over the age of 18, and have attended a sit-down restaurant within the last six months. All responses collected were anonymously.
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