Earlier this week the New York Times published a piece on the solo diner. Why it’s difficult to dine alone and why many restaurants don’t actually want them, info I found surprising especially given the state of the industry post-COVID when every guest should matter more than ever. According to the article, reservations for solo dining have increased by 64% since 2019 (Open Table) and 21% from 2022-23 (Resy). Yet even though this is a clearly growing category, it seems most people still feel stigmatized/unwanted by restaurants if they’re flying solo. In a meeting yesterday with a client who is opening three new concepts later this year, we took this data to heart in identifying some opps to help them be seen as a welcoming beacon to the solo diner; thought worth sharing here.

1. Rethink the Floor Plan
Bar seating: Seems like table stakes these days, pardon the pun. Not just a place to serve drinks—make it a legit, comfortable dining option.

Counter-style dining: Like what you see in high-end omakase or fast-casual spots. It’s efficient, social without being intrusive, and makes a solo diner feel like part of the action and offers an opportunity to potentially meet others like them.

Communal Seating: Have a table intended to spur connection; whether it’s a solo diner or a two-top, create a rep for your restaurant as a place to come to make new friends. Especially in today’s heavily WFH environment, making friends has become even more of a challenge. Invite people to do so at your place!

2. Optimize Service Flow Pacing:
Solo diners usually move quicker. Respect that by tightening up service intervals—don’t leave them hanging with long gaps. Also benefits the restaurant by not tying up a table that could be turned.

3. Design a “Solo-Friendly”
Menu Smaller portions or half-orders: Let diners sample without waste or over-commitment. Offer flights, prix fixe menus, or tasting plates. Many people don’t mind spending and they want the experience without the waste. I was at a restaurant in Detroit dining solo at the bar last fall and would have easily spent more and wasted less had I been able to sample more of the menu than I was able to by ordering three small “large” plates and throwing most of it away.

4. Create Psychological Comfort
Ditch the pity looks: Train staff to treat solo diners as intentional guests, not people waiting for a friend.

5. Lean Into Tech
Solo reservations: Optimize your res system to accept and welcome solo bookings—don’t make it a second-class citizen behind two-tops and four-tops.

6. Market It
Show solo diners in your content—on social, in your newsletters, even in your signage. Make it clear that solo is not just welcome, it’s expected. “Come as you are—even if it’s just you.”

Bottom line: Solo diners are not a sad little side category. They’re a growing, loyal, high-value segment. Restaurants that cater to them intentionally—not just tolerate them—will win big.