Early Dinner Reservations Trend Up
It seems that early dinner reservations are no longer a pastime just for retirees. Many Americans, regardless of age, are opting for dinner at around 5:00 to 5:30 p.m., making that time slot increasingly popular.
Michelle Derpetti, managing partner at a Chicago steakhouse, noted that what was once mainly preferred by older patrons and pre-theatre guests is now highly sought after by younger diners. This trend isn’t just a localized phenomenon; it’s being seen across the country, as reported by The Infatuation, which constantly reviews restaurants nationwide.
Data from OpenTable highlights that a significant percentage of younger individuals, specifically 53% of Gen Z and 51% of Millennials, are inclined to book early dinners. According to a report by Chase Travel, “5:30 p.m. is the new 8 p.m.” This shows a clear shift in dining preferences.
New York City, for instance, has seen a 20% increase in reservations for 5 p.m. dining. Dennis Turcinovich, managing partner of Delmonico’s Hospitality Group, characterized the trend as a reflection of modern lifestyles where professionals frequently gather for dinner right after work.
At some restaurants like Adega Gausha, located in Florida, millennial groups prefer early reservations to suit their health routines or simply because it’s the only option they have to get a table. Turcinovich also mentioned that these early diners often spend a bit more on premium options like wine and high-quality cuts.
While early dining is growing in popularity, it’s clear that many are still willing to spend generously. However, OpenTable’s latest report showed a 13% rise in happy hour dining between 4 and 5 p.m., where diners can snag better deals compared to previous years.
Interestingly, more than 60% of Americans now view dining out as a “special occasion,” which may drive some to seize earlier dining opportunities that offer more affordable prices and lower drink expenses.
Turcinovich pointed out that, despite the rise in early reservations, diners can still expect better availability compared to peak dining hours. Restaurants, he added, hope this trend continues, as it maximizes attendance during limited operational hours.
Derpetti explained that this shift in dining behavior has created two peak times for their restaurant, allowing better use of their space. She mentioned that patrons are adopting it as a lifestyle choice, a sentiment she herself relates to, expressing her own love for quick dining.
