Restaurants as the ‘Third Space’: Building Community, Not Just Business
What if your restaurant could be more than just a place to eat?
What if it became that rare, special spot where your regulars truly feel like family—where fitness enthusiasts go after workouts instead of hitting a bar? Where non‑drinkers actually feel welcome, a place they want to hang out? Welcome to the new era of restaurant culture: the third space.
I’m Brett Linkletter, CEO & Co‑founder of Dineline and Dishio, and today I’m uncovering how the third space revolution, driven by health and wellness trends, is transforming restaurants—and how embracing it can translate into real, trackable growth for owners.
What Is a ‘Third Space’—and Why Now?
In sociology, we define:
- First space = home
- Second space = workplace
- Third space = where real life happens—community, connection, and culture.
For years, digital platforms hijacked that third space: Zoom, Reddit, social media. Then… the pandemic hit. Screens grew stale. People craved real, face-to-face connection again. That’s where your restaurant can step in—offering people a place to belong, beyond just a place to dine.
Health, Wellness & Sober Socializing: A Cultural Shift
A shift is sweeping through the beverage world—and it’s built on wellness:
- Non-alcoholic beverage sales soared 31% in the U.S. off‑premise market, reaching about $510 million in the last year.(NIQ, Food & Wine, Financial Times, NIQ)
- The no‑ and low‑alcohol market is growing rapidly, with forecasts indicating a 7% annual volume growth by 2028, outpacing traditional alcohol growth.(IWSR)
This is fueled by more than abstinence—mindful drinkers, the “sober curious,” and wellness enthusiasts want flavorful alternatives, not just alternatives to alcohol. The fitness boom—think run clubs, yoga in the park, CrossFit—has created a wave of people eager to socialize without compromising their health. Many don’t want to go home post‑workout—they want connection.
Don’t Be Generic: Build a Clear Identity
One major misstep many restaurants make is trying to be everything to everyone. That’s the hospitality equivalent of serving sushi, burgers, pizza, and smoothies—all under one roof. It’s confusing. People don’t connect with generic—they connect with specific.
Ask yourself:
- Are you the sober‑social hangout on Thursday nights?
- The breakfast hub for the 6 a.m. run crew?
- The chill co‑work café offering the best midday atmosphere?
Pick your audience. Own it. Speak their language. The more specific your identity, the stronger their sense of belonging.
Restaurants That NAIL the Third Space Concept
Real-world examples of this done right:
- Moxie Kitchen + Cocktails (Jacksonville): Created an entire zero‑proof happy‑hour menu—fresh, fun, intentional.
- The Butcher’s Daughter (NYC & LA): Embraced a plant‑based, non‑alcoholic lifestyle ethos—it’s not just a café, it’s a lifestyle destination.
- Mosa Supper Club (San Francisco): Turned dining into a shared ritual—with ticketed communal meals and waitlists, it’s social first, food second.(NIQ) is about third spaces—but it’s relevant here as evidence of the third space power.
- M Café (Toronto): Partners with local yoga studios to host yoga + breakfast events on weekends—routinely packed.
These places don’t just serve food—they create rituals, and that’s the secret sauce.
Events = FOMO + Data + Community
Hosting events is your secret weapon. They build anticipation, drive buzz, and give customers something to talk about before and after.
With Dishio, creators can:
- Build RSVP or paid-ticket links inside the platform
- Share via email
- Track who registers, attends, or skips—and remarket accordingly
Imagine someone books your non-alcoholic cocktail night, attends, then automatically receives a VIP invite to your next event. It’s loyalty without punch cards—experiences backed by smart automation.
How Dishio Powers This—And Makes It Easy
Most restaurants just post on Instagram and hope. But with Dishio:
- Every guest who scans a menu, books tickets, or uses a QR code is captured in your system
- You build automated guest profiles—who they are, what they like, visit frequency
- You can then segment by behavior—e.g., brunch crowd, post-workout crowd, vegan customers
- Follow-ups feel personal—via customized texts or emails—but are fully automated
- You’re not sending offers; you’re building relationships at scale
Wrap-up / Call to Action
This isn’t a fad—it’s a shift. People want spaces where they belong, where their dollars support something meaningful.
That doesn’t happen by magic—it happens by design. With Dishio, you can:
- Capture the right data
- Create the right events
- Build a third space people can’t stop talking about
Ready to become your city’s go-to third space?
Hit the link, book a demo, and let’s bring it to life.
