Introduction: The Rise of the Solo Diner
A long time ago in a galaxy far, far away… or so it seems, dining alone was seen as a social faux pas, a sign of loneliness, or heaven forbid, a lack of friends. But those of us in hospitality embraced the solo diner, especially during the first decade plus of the 21st century. We engaged the management, the chef, or, in many restaurants, the more personable sous chef, and even the ownership in that experience whenever possible. We embraced the idea of creating the same, if not better, dining experience for that guest.
Fast forward to 2024: with increased dependency on our phones and the lingering effects of the pandemic, we have the return of the awkward solo dining experience. With solo dining reservations up 29% in the U.S. over the past two years, it’s clear that the party of one is back. Yet, many restaurants are still missing out on this lucrative segment. Why? Because they’re stuck in the past, failing to provide the basic hospitality that solo diners crave or, more importantly, what solo diners need.
Just like the Millennium Falcon without its hyperdrive, restaurants are missing the mark. It’s time to embrace the solo diner—not Han Solo, but every brave soul who ventures out to dine alone. May the fork be with them!
Covid-19: The Excuse That Should No Longer Be
Let’s get one thing straight: Covid-19 is no longer a valid excuse for poor hospitality. Yes, the pandemic was a curveball, but it’s time to move on. The world has adapted, and so should the restaurant industry. If anything, the pandemic highlighted the importance of human connection and the role that restaurants play in providing it. So, why are we still treating solo diners like a toll booth transaction?
The Solo Diner Experience: What’s Missing?
Imagine this: You walk into a restaurant alone. The host gives you a puzzled look, as if to say, “Table for one? Really?” You’re seated at the worst table in the house, next to the kitchen or the restroom. The server barely acknowledges you, and when they do, it’s with a hint of pity. Sound familiar? Or, and this is more often, you are directed to the bar with a lazy point of the finger to the general area. You belly up to realize you are the only one there. It’s a Monday night and the seasoned bartender is training a new team member. An opportunity to engage in conversation, you think, “I don’t have to hold the whole conversation.” But alas, the training is flat, conversation is transactional, the opportunity is lost, and I have another bad example of solo dining to write about.
Restaurants need to understand that solo diners are not just filling a seat—they’re potential repeat customers who can bring in significant revenue. In fact, solo diners spend 48% more per person than those dining in groups. Why do we continue to treat them as mere afterthoughts, nuisances, or as if they don’t matter?
Basic Hospitality Steps: A Refresher
Warm Welcome: Greet solo diners with the same enthusiasm as you would a group. A simple “Welcome! We’re glad to have you” can go a long way.
Prime Seating: Offer them a choice of seating. Omit the center of the room, look for edges of the dining room or window tables that can make solo diners feel more comfortable.
Engaging Service: Train your staff to engage with solo diners. A little conversation can make them feel valued.
Thoughtful Touches: Provide reading materials, free Wi-Fi, or even a small complimentary appetizer. These small gestures show that you care.
The Passion Factor: Where’s the Love?
Passion is the secret ingredient that turns a good dining experience into a great one. It’s what makes guests feel special and keeps them coming back. Unfortunately, passion is often missing when it comes to serving solo diners. This needs to change.
Restaurants should see solo diners as an opportunity to showcase their hospitality skills. After all, if you can make a solo diner feel welcome and valued, imagine what you can do for a group!
Personal Experience: A Nationwide Issue
As someone who frequently dines alone for work, I can attest that the poor solo dining experience is not confined to one location—it’s a nationwide issue. Whether in Wilmington, NC, Nashville, Baltimore, Scottsdale, Las Vegas, or right here in Loudoun County, VA, the story is the same. The puzzled looks, the subpar seating, and the lack of engagement are all too common. It’s not just a matter of location; it’s a symptom of an industry stuck in a rut, unable to see the potential in solo diners and more.
How Long Can We Continue to Have Guests and Restaurants at Odds?
The tension between guests and restaurants is palpable. Guests want to feel valued, and restaurants want to maximize profits. But these goals are not mutually exclusive. By focusing on hospitality and passion, restaurants can create a win-win situation.
The solo diner trend is not a passing fad; it’s a reflection of changing social norms and lifestyles. More people are embracing flexible work schedules, prioritizing self-care, and seeking unique dining experiences. Restaurants that fail to adapt will be left behind.
Conclusion: Embrace the Solo Diner
It’s time for the restaurant industry to wake up and smell the coffee. Solo diners are not a burden—they’re an opportunity. By providing a great experience through basic hospitality steps and a dash of passion, restaurants can tap into this growing market and turn solo diners into loyal customers and if your lucky guests.
So, the next time a solo diner walks through your door, don’t just see a table for one. See a chance to shine. Because in the end, great hospitality is not about the number of guests—it’s about the quality of the experience.
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