From Solo Dinners to Team Celebrations: What Business Travelers Want from Restaurants

You can probably spot business diners from a mile away if you’re in the restaurant or hospitality industry. The “suits” gathered in the bar area at happy hour. The group who rented out your private dining room for a meeting. The young professional grabbing a bite at the bar while catching up on emails. You’ve probably also noticed that they spend more freely—after all, every dining dollar they spend on the company’s dime is an investment in valuable business relationships and outcomes.

As hybrid work remains commonplace and restaurants draw fewer workweek patrons from nearby offices, more business diners you’re seeing are likely from out of town. Business travel is ramping up, with spend expected to hit a record $1.48 trillion globally by year’s end. This rebound significantly increases demand for business dining, since business travelers use their corporate cards to cover all their meals on the road—whether dining alone or picking up the check for clients or colleagues.

So, what makes road warriors choose one restaurant over another? We spoke with business travelers in our Preferred Dining program to learn more. Here are the three most common business travel dining use cases, and a look into what motivates dining decision makers.

#1: Relationship-Building Meals

While conferencing tools enable remote collaboration, nothing replaces face-to-face connections. Relationship-building meals—whether breakfast, lunch, or dinner—are often hosted by the highest-ranking team member at restaurants that foster warm conversations and smooth experiences, creating loyal business customers. Let’s call this person, “Partnership Manager Pedro.”

He’s a frequent flyer who typically hosts a few business meals monthly. He’s looking to break the ice and keep the conversation flowing, and communal or tasting-style meals (think tapas or wine flights) help him strengthen his business connections.

#2: Building Interoffice Culture

Regional and national managers in large companies often oversee multiple office locations to reward performance and foster team solidarity, especially in critical roles like sales. As they travel for team meetings and training sessions, they rely on business meals—from upscale dinners celebrating achievements to catered lunches for training events.

You’ll find professionals like “Sales Manager Cam” traveling between offices frequently, often in a celebratory mood. Try highlighting popular menu items and delivering top-notch service to encourage his party to stay and enjoy!

#3: Meals of Convenience

Business meals aren’t always elaborate dinners or catered events—travelers need to eat during commutes and layovers and unwind after meeting-packed days. Coffee shops, fast food restaurants, and quick-service spots can attract these diners, who often spend more than average customers thanks to company budgets. 

Travelers like “DEI Consultant Shannon” look for convenient options that suit their tastes and lifestyles (which increasingly involve an eye toward sustainability). They may join your restaurant’s loyalty program and visit often if they have a positive experience.

Download the Fall 2024 State of Dining Report to learn more about the recent corporate travel boom, what it could mean for your restaurant, and a breakdown of business travel dining activity by market and category.