TABLE FOR ONE, PLEASE

For many clubs and pubs, the traditional image of diners arriving in couples or groups is changing. More guests are choosing to eat alone, whether they’re business travellers staying in accommodation, members stopping in after work, retirees, shift workers or people simply enjoying some time to themselves.

While solo diners have become one of the fastest-growing customer segments globally, many venues still design their restaurant experience around groups. New research from Dr YooHee Hwang and colleagues at The Hong Kong Polytechnic University suggests that subtle changes to menus, promotions and the dining environment can have a measurable impact on how solo guests feel—and ultimately what they order.

For venue operators, this presents an opportunity to improve the dining experience while also increasing average spend and customer loyalty.

Solo Dining Is Becoming the New Normal

Several long-term trends are driving growth in solo dining. Single-person households continue to increase, flexible work arrangements mean people are eating at different times, and business travel remains a significant source of restaurant patronage for hotels and clubs with accommodation.

At the same time, many members use their local club or hotel as an extension of their living room—a comfortable place to enjoy a meal without needing to organise friends or family.

Rather than viewing solo diners as customers simply filling empty tables, operators should recognise them as a distinct market with different expectations and behaviours.

The Psychology Behind Menu Choices

The research explored an interesting question: when people dine alone, do they want to stand out by choosing something unique, or do they prefer selecting dishes that make them feel connected to everyone else?

The answer depends on both the environment and the individual.

Researchers found that many solo diners—particularly those who feel less confident or influential in social situations—are more likely to gravitate towards menu items that are clearly popular when the restaurant is busy. Seeing a dish promoted as a customer favourite provides reassurance that they’re making a safe choice and creates a subtle feeling of belonging.

Conversely, diners who naturally feel more confident and self-assured appear far less influenced by menu messaging or how crowded the venue is. Their choices remain relatively consistent regardless of promotional cues.

Why Busy Restaurants Matter

Crowding doesn’t affect everyone the same way.

Previous thinking suggested that busy restaurants encourage customers to seek out more distinctive or exclusive menu items as a way of expressing individuality. However, this research indicates that many solo diners respond differently.

When dining alone in a busy restaurant, some guests actually become more receptive to “most popular” recommendations because these reinforce social acceptance and reduce uncertainty about ordering.

For clubs and hotels, this means the atmosphere created during peak periods can influence purchasing decisions just as much as the menu itself.

Practical Ideas for Clubs and Hotels

The findings translate into several practical opportunities for venue managers.

Promote customer favourites during busy services. Instead of focusing solely on limited-time offers, clearly identify bestselling meals, chef recommendations or member favourites during lunch and dinner peaks. These endorsements can provide reassurance for solo guests making decisions alone.

Use digital menus intelligently. QR menus, ordering kiosks and table ordering apps allow venues to highlight popular dishes, personalised recommendations and loyalty offers without redesigning printed menus. This flexibility enables promotions to change throughout the day depending on trading conditions.

Recognise loyal members. Clubs already have an advantage through their membership programs. A simple acknowledgement of loyalty status during ordering or through digital ordering platforms can reinforce that the customer is recognised and valued—particularly important for guests dining alone.

Create comfortable seating options. Solo diners don’t necessarily want to feel isolated, but they also don’t want to occupy a table designed for four. Well-designed counter seating, window tables, communal tables with personal space or smaller two-person settings can make dining alone feel more natural.

Train staff to engage naturally. A friendly greeting, checking whether a guest has dined before, or recommending a popular dish can help reduce any discomfort associated with eating alone. Small interactions often have a greater impact than expensive marketing initiatives.

Hotels Have an Additional Advantage

Accommodation hotels are particularly well placed to benefit from these insights.

Business travellers regularly dine alone after arriving at their destination, while conference delegates, FIFO workers and corporate guests often eat without colleagues. These customers may be especially receptive to menu guidance after a long day of travel.

Highlighting signature dishes, guest favourites or locally popular menu items can simplify decisions while creating a more welcoming dining experience.

A Different Way to Think About Promotions

Many venues invest heavily in limited-time specials and exclusive menu items. While these promotions certainly have their place, this research suggests they may not always be the most effective approach for solo diners.

At busy times, simply identifying what other customers enjoy may be a stronger influence than promoting scarcity or exclusivity.

For operators, this is a relatively inexpensive strategy that requires little more than thoughtful menu design and effective digital merchandising.

The Takeaway

As solo dining continues to grow, clubs and hotels have an opportunity to rethink how they present menus and engage individual guests.

The research suggests that many people dining alone are looking for confidence and reassurance rather than uniqueness. Simple techniques such as highlighting popular dishes, recognising loyal members and creating a welcoming environment can make solo guests feel more comfortable while also encouraging stronger sales.

For venues focused on growing restaurant revenue, understanding the psychology behind solo dining may prove just as valuable as developing the next great menu.

 

Sources:

A systematic review of solo dining research – ScienceDirect

https://insights.ehotelier.com/insights/2021/07/09/a-table-for-one-please/?goal=0_e17a7bf7c4-70afe9d44d-327033681&mc_cid=70afe9d44d&mc_eid=b0f1f39a66

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