Eating alone, or commensality redefined? Solo dining and the aestheticization of eating (out)

Abstract

Consumers’ increasing fascination with recreational eating out has contributed to numerous transformations in the upmarket restaurant practice. This paper explores such changes in regard to the “social” aspects of eating out, focusing particularly on the “cultural phenomenon” and practice of eating publicly alone (solo dining). Specifically, the paper extends previous portrayals of solo dining as a bundle of aloneness and togetherness by exploring such interplay in the context of the aestheticization of eating and/or the aesthetic food(ie) movement. Based on the interviews of Finnish food/restaurant enthusiasts and exponents of solo dining, the paper firstly depicts solo dining as a practice in which eating publicly alone is celebrated for the sake of enhanced aesthetic immersion. Secondly, the paper argues that solo dining can indeed be interpreted as a form of eating together and depicts the myriad ways, both concrete and “anonymous”, through which solo restaurant meals are shared between like-minded enthusiasts. Thus, the aesthetically oriented slice of solo dining becomes not understood as a complete departure from the ideal of shared public meals but as an alternative manifestation of commensality within an enthusiasm-based consumer group characteristic of late modern consumer culture.

Using Social Media to Preserve Consumers’ Awareness on Food Identity in Times of Crisis: The Case of Bakeries

“…However, it is important to consider that marketing local food products also refer to different types of visitors [ 65 ], an aspect which requires further analysis. In this sense, some authors stated that food and beverage tasting is an aesthetic experience [ 115 , 116 ], where induced images play a vital role in co-marketing [ 117 ]. This is a main practical implication of this research.…”

What Is Commensality? A Critical Discussion of an Expanding Research Field

“…If this will grow or fade is impossible to say at the moment. However, as argued by Koponen and Mustonen, drawing on interviews with 12 food and restaurant enthusiasts in Finland who advocated solo dining, this practice is considered an aesthetic improvement—letting the diner focus entirely on the food itself—as well as one that still involves a great deal of sociability [ 45 ]. The authors argue, perhaps counterintuitively, that solo dining constitutes a culture of togetherness through a social connection between people, staff, and customers (including online interaction), who share gourmet interests.…”

“…“The aesthetically oriented solo diner finds pleasure in ‘consuming’ the traditional commensality produced by the other tribe members at a restaurant”, they write, “but is freed from the burden of actively participating in such production. S/he is simultaneously alone and with others, striving for a balance between togetherness and aesthetic immersion” [ 45 ]. If we assume that Koponen and Mustonen are on to something that has further transferability, then commensality in the public sphere may require redefinition, at least among a small subculture of enthusiasts.…”

“…Whether a specific diet creates exclusion or inclusion thus depends on the situation. Moreover, as already mentioned, for some Finnish food enthusiasts solo dining can still carry the social functions we ascribe to conventional commensality [ 45 ].…”

A lifestyle analysis of the Singletons consumer segment in South Africa

“…At the time of this study, very little or no research has been conducted on the Singletons market segment in South Africa. This is despite the fact that the Singletons segment has been receiving increased attention from organisations and marketers internationally due to their high spending power and growth in segment size (Euromonitor, 2019;Koponen & Mustonen, 2020;Leith, 2020). Due to the lack of conclusive research conducted on the Singletons in South Africa, this study aims to contribute to the literature on the Singletons segment, and to provide a more comprehensive definition of the segment by means of describing their specific lifestyle preferences and the influence of the latter on their buying behaviour.…”