With Valentine's Day just around the corner, restaurants have prepared for the changing dynamics of what to expect when celebrating love.
According to new OpenTable research, Valentine's Day dining is continuing to expand beyond tradition, as diners reimagine the holiday to celebrate more than just romantic connections. In fact, 57 percent of customers believe Valentine's Day is becoming more about celebrating all relationships than just romantic, a trend led by 70 percent of Gen Z. The research also shows culinary compatibility emerging as a point of interest, with 55 percent of customers saying shared food preferences play a meaningful role in connection.
"Gen-Z is leading the charge in making Valentine's Day more inclusive," said Cheryl Paniagua, VP of Restaurant Sales & Services at OpenTable.
"From partners and friends to family and self-love, restaurants will be the gathering place as over half of customers plan to dine out this year.”
Last year, dining on Galentine's Day (February 13) increased 34 percent year-over-year per OpenTable data, as consumer research revealed 60 percent of Gen Z and 41 percent of all customers are likely to celebrate Valentine's Day with friends instead of a romantic partner this year. As the holiday broadens in meaning, 43 percent of those celebrating Galentine's or Palentine's Day this year say they'll be soft-launching a new friendship.
More than half of customers (58 percent) view solo dining on Valentine's Day as more socially acceptable than years past, a belief most prominent among Gen Z (69 percent) and Millennials (68 percent). Last year, solo reservations on OpenTable rose 35 percent year-over-year, reinforcing the trend's momentum.
Forty-one percent of customers would consider going on a double date at a restaurant this Valentine's Day. This jumps to 50 percent among Gen Z, showing how younger diners are expanding the holiday to be more a more group-friendly, experience-first occasion.
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