The Single Diner

"Party-of-one please..."

Toronto has become more cosmopolitan where people are living in tiny shoebox apartments (600-sq feet or less) in the heart of downtown. Many of these one-person households are interested in working and playing in a social environment, as they want to interact with others. For example, coffee shops, shared offices, hotel lobbies and restaurants. You will often see them dining alone at the bar or at a table. They are everywhere in Toronto. Unfortunately, no restaurant has identified and cultivated this growing market segment.  This group are food enthusiasts, well-travelled, social and have disposable income.

In NYC, restaurants focus on the single diner by training their staff to provide attentive service. This includes remembering their name, having a conversation, serving extra items (i.e. food and alcohol) and, more importantly, introducing them to other single diners. These restaurants understand the power of emotional engagement. They have mastered converting a mere transaction into a meaningful relationship.

A smart industry leader taught me if you focus on a single patron who spends $2 for a cup of coffee, it can turn into a $20 lunch then a $200 dinner and ultimately a $2000 event.  But it all starts with the $2 coffee!  Similarly, this is how our "connection economy" works.  When you speak with one person, you are speaking to their entire network as well. The single diner has the power not just to add but multiply your business.

*Interesting article: Eating Alone? The new American diner flies solo