Solo dining is gaining momentum, with more and more people choosing to enjoy meals alone. Nearly three-quarters (72%) of UK consumers say they plan to dine solo in the next 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 a desire for more “me time” and travel. For restaurants, this trend presents a valuable business opportunity—solo diners per person spend 32% more than any other diner, averaging £55.**
We’ve rounded up the top solo dining trends to take note of, plus tips for capitalising 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 (79%) of Gen Zs and Millennials 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. Emphasise 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.
Solo travel and dining = self care
Self-care has become a major motivator for those opting to dine out on their own. Nearly two in five Brits (39%) would choose to dine solo when they need a break from socialising, with over a quarter (28%) revealing that their number one reason for dining alone is the ability to enjoy their ‘me time’. For 21% of solo diners, eating out alone isn’t just a special occasion but a part of their regular self-care routine.* For restaurants, create a welcoming, comfortable atmosphere that makes these solo guests feel valued.
Additionally, ensure your online presence reflects a space that embraces solo dining. Guests will look to reviews to find the right spot, so pay attention to your online reptuation. Responding thoughtfully to reviews and polishing your restaurant profile can help your restaurant stand out from the crowd and give solo diners the confidence to book your restaurant for their “me time”.
Solo doesn’t mean lonely
It’s easy to assume that solo diners might want to be left alone, but that’s not always the case. More than half (58%) of solo travellers have formed lasting relationships—whether friendly or romantic—on previous trips, and 44% say they’re open to a holiday romance.* While these connections can be made anywhere, it’s important for restaurants to keep this in mind when serving out-of-town guests who are dining on their own.*
Cater to this group by customising your floor plan to include bar seating or a communal table that invites connection. If your floor plan doesn’t allow for bar seating or communal tables, don’t sweat it. Just make sure your staff removes extra place settings to help counteract any feelings of awkwardness.
Finding a table for one is the biggest barrier to dining alone
While more and more people are opting to eat at restaurants alone, finding a table for one is challenging for many. Half (50%) say it’s one of their biggest barriers to dining alone.* Make sure to set aside some tables for parties of one, but also consider crafting unique experiences any party size can book. 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 people make that “me time” count.
If your tables for one are limited, give diners the option of getting in line without getting in line by offering your waitlist online. Not only does this give solo diners ultimate convenience, but it’s also a great way to optimise every seat, effectively filling spots from late cancellations and no-shows.
By understanding and catering to solo diners’ preferences and behaviours, savvy restaurants can tap into this growing demographic and maximise revenue.
OpenTable x KAYAK Consumer Research
*An online survey was conducted by PureSpectrum among 1000 UK consumers with an interest in solo travel. Within this sample, major cities have been weighed for direct comparison. The research fieldwork took place between 2 – 6 August, 2024.
**OpenTable looked at the average spend per guest for parties of one and overall party sizes from 1 August, 2023 to 31 July, 2024
