NORFOLK, Va. (WAVY) — Need dinner reservations? How about a table for none?
That's how local restaurants feel when they prepare tables for guests and then those guests simply don't show up. The trend is called reservation ghosting — when a person or group makes a reservation at a restaurant, but on the day and time of that reservation they simply don't show up. It's happening, more often than you think.
"When you're going around making all these reservations and then ghosting the ones you don't wanna go to, it really is putting a significant impact on everyone else around you," said Luce Chef Antonio Caruana. "We have to make up and compensate for the lost wages. It's kind of a selfish act on the customer because they are trying to pick and choose because they have the luxury of doing so, whereas 10 to 15 years ago the reservation platforms didn't exist like they do today."
Reservation platforms like OpenTable, Resy and Toast Tables are what restaurants use.
Toast provided us with this statistic: 17% of reservations were canceled in 2024, down from 19% compared to last year, saying no shows are no more.
Caruana, however, would disagree.
And in a way, it has caused his restaurant, Luce, to come up with a method to combat this.
"There's only one way and that's to monetize that reservation," Caruana said.
This means requiring credit cards to book.
"So if 10 people are reserved and five people show up, the other five are going to be charged $25," Caruana said, "and that's the only way we can do it to make sense for the losses all the way around."
He says it has helped things flow better at Luce's two locations — one in Chesapeake and the other in downtown Norfolk,
Other restaurants are having to adapt their business models, also.
"I don't take call-in orders anymore just for that reason because people don't come pick up their food," said Allen Young, owner of Major Phillie Cheesesteaks on Granby Street.
Young says his business is more walk-in based, but he empathizes with his colleagues.
"Reservation ghosting, I'm a little guilty of that, but not with restaurants just hotels," Young said. "But yeah, that's a problem, because if you make the reservation, you block that side [and] you push other people away who come in and might be walk-ins, so you're pushing them away."
Pushing away customers like Frederick Dennis, who says he almost never makes a reservation because it can be hard to commit to it.
"That's not something I usually do," Dennis said. "I just go with the flow of my day."
"It's as simple as saying I'm not going to make it — it's that quick" Caruana said. It's easier to break the reservation a day before than to just ignore it altogether."
Twenty-four hour notice is all that's needed to modify a reservation, and restaurant staffs are happy to help because this is their passion, taking care of and feeding this community.
"If the Eagles win the Super Bowl, the Wednesday after the Super Bowl, we're giving out free cheesesteaks from 11 a.m. to 3 p.m.," Young said.
"Our teams, both here and Luce Norfolk, focus on the hospitality, and we want to make sure that when you do make that reservation and come in, you're getting exactly what you reserved for," Caruana said.
If you're interested in dining at Luce, click here. If you're interested in dining at Major Phillie Cheesesteaks, click here.