Group dining is on the rise—and it’s a chance for your restaurant to turn that demand into private dining revenue. OpenTable data reveals that group dining increased by 8% year-over-year in 2024, and 43% of diners plan to attend even more group dining events throughout 2025. These gatherings range from casual celebrations to cocktail receptions and even hands-on cooking classes.
While not every group event requires a private room, many of them could. With the right approach, you can turn growing interest in group dining into a thriving private dining revenue stream. Not only that, but private events offer predictable revenue, upfront deposits, and advance bookings that give your team time to prepare.
If your restaurant isn’t currently offering private dining events, it may be missing the opportunity to grow revenue, get more butts in seats, and attract new guests. It’s time to consider all the positives that come with private dining and how OpenTable can help guests find your private dining spaces.
Set the stage
The first decision is picking the location for private dining events. For many restaurants, a lack of space has turned them off from private dining. But events can still work without a spare room or minimal square footage. Think about how every option might work for your restaurant before you dismiss private dining.
Once you’ve decided which spaces to use for private dining, the next step for how to fill private dining rooms is to clearly communicate your spaces and make them easy for guests to book. OpenTable lets you showcase your rooms and outline what you offer, from menus and pricing to booking policies. Guests appreciate knowing exactly what to expect, as it makes it easier for them to book and for you to attract events that fit your restaurant.
Interest in private dining is rising fast. In fact, the number of private dining inquiries made through OpenTable more than doubled last year. That’s great news if you’re looking to bring in guests who are already planning their next celebration.
Private dining rooms
If your restaurant came equipped with a private dining room, it’s likely events are already the norm. But, there’s always room to use other spaces for more private events.
Look at the big picture for revenue potential. Consider maxing out your space by running many types of events. Overlapping events can be many different sizes, in various areas. Given the demand for small groups, think about sectioning the private room into multiple dining spaces. Another option is to offer one of the options below alongside the main private dining room.
Semi-private spaces
To create a venue with minimal construction, section off a space by using a curtain or flex wall. The restaurant can add in extra space between tables to create an illusion of a private space. Simple decor, such as plants or string lights, can also help differentiate the space. Using this flexible approach allows restaurants to host events whenever demand is there. It also means that if there isn’t a scheduled event, you can still maximize occupancy. A flexible setup helps you improve your restaurant private dining occupancy without sacrificing regular dining business.
Restaurant buyouts
Don’t be afraid to rent out the entire restaurant for private events. This is a huge opportunity and can be a real benefit if your space is on the smaller side. Before making that decision, take the time to do the math. Pricing your buyouts strategically plays a big role in maximizing private dining revenue, especially if you’re closing the restaurant during typically busy times. Understand how to price the buyout to make it worth closing the restaurant for a night. You can also start small—offering restaurant rentals before or after dinner rushes is a great way to get a feel for this.
Buyouts appeal to parties of all types as they give guests the entire place to themselves. And they’re willing to pay a premium for that experience. Guests visiting the restaurant for the first time will leave with a splendid first impression, likely to return again.
Unexpected spaces
The crown jewel of event spaces is the kitchen. Although it won’t be the right fit for every type of event, it’s perfect for unique experiences. For certain guests, an intimate dinner at the chef’s table provides an action-filled, priceless experience. It also gives them the opportunity to chat with the cooks and create a lasting bond with the restaurant. Think about converting any other available spaces. Rather than leaving empty private event spaces unused, turning these overlooked areas into attractive event venues can add unexpected charm. Backyards, prep spaces, lounges, or other under-used areas can make for memorable event spaces.
Many restaurants will find success by mixing and matching their space options. Event hosts appreciate choices, especially from one venue. And different events need different settings. You’ll appeal to a wider range of guests if your restaurant can host a variety of events.
Share private dining details
Marketing is key in the early stages of a private dining program. Help guests find your restaurant easily by adding clear, detailed private dining information to your website. Include private dining options prominently on your Google Business Profile and other online profiles.
Update your site with fresh photos and detailed event-planning information, and make an announcement on social media. If you’re struggling to book private events, it’s often because guests aren’t clear about exactly what you offer, so make sure your online presence fully communicates the appeal of your venue. Guests should know exactly what you offer, making their decision to book simple and straightforward.
Check whether your existing reservation platform supports private dining features. For example, OpenTable promotes your private dining spaces across our high-traffic pages so your restaurant stays top of mind when diners start planning their special occasions. Not only that, but we integrate directly with event management software like Tripleseat to keep guest information organized in one place.
Don’t underestimate the value of clear communication about what your space offers either. Guests often look specifically for amenities such as bar packages, dance floors, or bathroom availability, so be sure to highlight these features if you have them.
Spread the word
Use personalized guest experiences to make your private dining stand out. Track guest data through your restaurant reservation system to plan strategic marketing campaigns and promote your private dining options.
Notable dates also work as a great way to reach out to guests. Consider sending a private dining email announcement ahead of guests’ birthdays, for example. Birthdays are an easy way for guests to try private dining.
Anniversaries are another great opportunity to launch personalized, automated email campaigns. And remember to contact guests that booked tables for large parties in the past. They could be interested in booking a private event in the future.
Plan your marketing campaigns ahead of the holiday season. This is a prime time for private dining. Keep in mind that most events are booked well in advance, so plan your marketing calendar accordingly. Start thinking about Thanksgiving around Mother’s Day, and vice versa. It’s never too early to start planning for private events.
Focusing your marketing efforts on milestones and special dates is often the simplest method for increasing private dining bookings.
Private dining with OpenTable
OpenTable makes managing your private dining easier than ever, letting you connect directly with diners who are actively planning all types of events. Using OpenTable to offer private dining means:
- Expand your reach beyond your regulars: Reach thousands of local diners and corporate planners—with high-visibility placements on OpenTable’s most visited pages.
- Get discovered by high-intent guests: Promote your space to ready-to-book guests at the moment they search for large party reservations or special occasions.
- Generate more leads with less work: Show off your space, pricing, and policies upfront to attract guests who know what they want—and are ready to book.
With OpenTable, private dining becomes simpler—both for your guests and your team—helping you drive more events with minimal effort.
How to fill private dining rooms and make them your restaurant’s secret ingredient
Private dining gives restaurants a chance to bond with new and loyal guests by delivering an unforgettable dining experience. With a solid strategy and the right tools in place, private dining events can help drive success and take your restaurant to the next level.
OpenTable simplifies the entire process, from showcasing your spaces to finalizing bookings. Let guests inquire about events directly from your restaurant profile, reducing phone calls and emails while helping you secure even more events effortlessly.
