Restaurants can set themselves up for sustained growth by meeting diners where they are.

Weekends may still be the most popular days for dining out, but a real plot twist in restaurant reservations is happening early in the week. According to Toast’s Q3 2024 Trends Report, same-store reservations have jumped on Mondays and Tuesdays (11 percent) and Wednesdays (8 percent) compared to the year prior—turning once-quiet nights into unexpected hot spots for diners.

These numbers signal a meaningful opportunity for restaurants to boost revenue early in the week. This is especially true as weekend reservations plateau; Toast’s Restaurant Trends Report found Saturday reservations stayed relatively flat in Q3 2024 (negative 1 percent) compared to Q3 2023.

For operators, the takeaway is clear—adjusting your strategy to capitalize on these changes could help you thrive in a rapidly evolving industry. Let’s dive into the factors fueling this trend and how operators can turn it to their advantage.

Dining out is now an every-evening occasion

What’s driving this shift in reservation patterns? One explanation for the uptick in Monday and Tuesday reservations could be the growing appeal of a quieter dining experience. Guests may be avoiding the hustle and bustle of weekends in favor of more relaxed evenings out during the workweek. Others may seek relief from the post-work grind, opting to eat out rather than cook at home after a long day.

Saturdays still account for 27 percent of all reservations—the highest of any day, according to the Toast Trends Report. Meanwhile, Sunday (6 percent), Thursday (2 percent), and Friday (2 percent) saw modest increases in Q3 2024, reinforcing the idea that diners are spreading their reservations more evenly throughout the week.

Another influencing factor is that 38 percent of guests surveyed, per an additional 2024 Toast survey of 1,571 adult U.S. consumers, said that a loyalty or rewards program is a “must-have” technology for restaurants. Early-week promotions and loyalty offerings could further drive this dining behavior, creating an ideal window for operators to attract guests on slower nights.

The growing importance of online reservations

As diners’ habits shift, an intuitive online reservation system has become a non-negotiable for many restaurants aiming to stay competitive. In fact, Toast’s 2024 consumer survey found that 20 percent of diners reported going directly to a restaurant’s website to book reservations rather than using third-party platforms.

This trend underscores the importance of maintaining a user-friendly website with a seamless booking interface for operators. Online systems also allow operators to analyze reservation data, identify trends, and adjust strategies.

Beyond meeting customer expectations, this direct channel can offer restaurants greater control over guest interactions. For example:

• If 6 p.m. reservations are growing, restaurants can plan kitchen prep and staffing accordingly.
• If late-night reservations are declining, operators might shift their marketing efforts earlier in the evening or explore ways to draw in a nighttime crowd.

Optimizing for time slots

Reservation trends aren’t just shifting by day—time slots are evolving, too. According to the Toast Trends Report, 6 p.m. and 7 p.m. still dominate the dinner rush (accounting for 27 percent and 21 percent of reservations, respectively), earlier dining times are quietly gaining momentum. Reservations at 4 p.m. are up 3 percent, and 5 p.m. has seen an impressive 8 percent boost.

What does this mean for operators? It’s a chance to get strategic and make the most of these earlier hours. For starters, why not entice guests with Happy Hour deals or early bird special menus to fill those 4 and 5 p.m. slots? These incentives can draw in diners and help spread out the evening rush.

And let’s not forget table management. With these clearer peaks in demand, restaurants can fine-tune scheduling, modify inventory, and align staffing to keep the flow of reservations smooth—and keep the tables turning.

Making the most of changing trends

So, how can restaurants turn these early-week gains into operational wins? First, there’s huge potential to grow those Monday-to-Wednesday numbers. Per the Toast Trends Report, Monday and Tuesday account for 6 percent and 8 percent of weekly reservations, respectively, which means there’s plenty of room to lure in more diners.

How? Start by spotlighting limited-time seasonal dishes or free items for early diners. According to Toast’s 2024 consumer survey, 73 percent of guests surveyed ranked receiving free items from loyalty programs as their top reward preference. Pair that with messaging that emphasizes the perks of midweek dining: quieter dining rooms, faster service, and a more relaxed vibe.

Next, everyone knows that no one likes to wait too long for a table, and the numbers prove it— the average time spent on a waitlist was nine minutes in Q3 2024, up from six minutes in Q3 2023. In Q3 2024, guests also canceled their waitlist reservation after about 20 minutes, compared to 17 minutes in Q3 2023. That’s where smart tech and proactive communication come in, as an automated, well-managed waitlist can mean the difference between happy, loyal customers and empty tables

Looking ahead in 2025 and beyond

As reservation trends evolve, one key focus for restaurants in 2025 will be flexibility. Leveraging digital tools to adapt to new patterns, promoting the benefits of reservations, optimizing staffing and inventory, and delivering a standout experience for both early-week diners and weekend crowds can set restaurants apart in a competitive landscape.

With data suggesting that Monday and Tuesday reservations rising and limited-time specials influencing booking behavior, operators have a chance to turn what were once quiet nights into bustling opportunities. By meeting diners where they are—whether that’s on a Tuesday evening or through a seamless online booking experience—restaurants can take steps to set themselves up for sustained growth in the year ahead.

Source: Julie Powell, FSR