Fine dining has long been associated with formality. White tablecloths, elaborate etiquette and polished service were once considered essential ingredients of a luxury restaurant experience. But the way people dine is changing, and today’s diners are increasingly looking for something that cannot be measured by the number of courses or the price of a meal: connection.
The shift reflects changing expectations around what makes a restaurant visit memorable. According to the National Restaurant Association’s 2025 State of the Restaurant Industry Report, 64% of full-service restaurant customers say the dining experience is more important than the price of the meal. OpenTable’s 2025 Dining Trends research also reported a 27% increase in experiential dining bookings, suggesting that diners are increasingly interested in meals that become occasions in their own right.
For travellers, this can be particularly significant. A restaurant is no longer simply somewhere to eat after a day of sightseeing. Increasingly, it can be part of the destination itself, with its setting, history, people and stories contributing to the experience.
Fine dining becomes more personal
Some of the world’s celebrated restaurants have helped shape this shift. Noma in Copenhagen has placed storytelling, seasonality and provenance at the heart of its approach, while London’s The Connaught demonstrates how personalised hospitality can be as important to a luxury dining experience as the food itself.
The same movement can be seen in South Africa. Restaurants such as Farro, Post & Pepper and De Tafel at The Palms have developed identities that place an emphasis on thoughtful food and hospitality without relying solely on the rituals traditionally associated with fine dining.
Although their approaches differ, they reflect a wider change in the restaurant industry. Diners are increasingly looking for places that feel personal, welcoming and memorable rather than simply formal.
According to Chef Kerry Kilpin, Executive Chef at Steenberg Farm, this is changing the way people understand luxury.
“Guests are still looking for exceptional food and service, but they want the experience to feel effortless,” she says. “Luxury today is less about formality and more about feeling genuinely welcomed, comfortable and cared for.”
Hospitality matters as much as the food
Good hospitality has always been important, but it is becoming an increasingly visible part of the dining experience. Being recognised, receiving attentive service and feeling comfortable in a restaurant can shape a guest’s memories just as strongly as what arrives on the plate.
“People don’t want to feel like just another table in the restaurant,” says Kilpin. “They want to feel acknowledged. They want connection. When guests leave, the feeling they take away with them is often what they remember most.”
That sense of connection can be especially powerful when travelling. A meal can introduce visitors to a region through its ingredients, producers, traditions and people, offering an experience that goes beyond simply tasting local food.
The stories behind the plate
Storytelling is another increasingly important part of premium dining. Diners are showing greater interest in where ingredients come from, who produces them and the history behind the restaurants they visit.
At Tryn at Steenberg Farm, for example, the restaurant’s name pays tribute to Catharina Ras, founder of Steenberg and affectionately known as ‘Tryn’. The restaurant incorporates the heritage of South Africa’s oldest registered farm into its dining experience, connecting the setting and history with the food being served.
Its partnership with ABALOBI adds another layer to that story. Steenberg Farm sources fully traceable seafood from local small-scale fishers, allowing guests to follow the journey of their seafood from ocean to plate and learn more about the people behind the catch.
“Stories help people connect emotionally,” says Kilpin. “People remember stories. They remember the people behind them, and that creates a much deeper experience than simply serving a meal.”
A sense of place
The search for connection also extends to the setting itself. Restaurants with a strong sense of place can offer diners an experience that feels rooted in their surroundings, whether that means a historic building, a vineyard landscape, a coastal setting or a connection to local producers.
For destination restaurants in particular, the surroundings can become part of the reason to visit. At Steenberg, vineyard views, mountain scenery, historic heritage and several dining experiences contribute to the broader guest journey.
“People are looking for opportunities to slow down and spend meaningful time together,” says Kilpin. “Good food and wine are important, but what many guests are really seeking is connection.”
That can mean celebrating a milestone, spending an afternoon with friends or simply making time for a long lunch. The occasion does not necessarily need to be elaborate. Increasingly, the value lies in having somewhere memorable to gather.
The future of luxury dining
Fine dining is unlikely to lose its focus on exceptional food, wine and service. What is changing is the balance between those elements and the atmosphere surrounding them.
“The future of premium dining isn’t about making things more complicated,” says Kilpin. “It’s about creating meaningful moments that people genuinely enjoy and remember.”
For restaurants, that means the details beyond the plate can matter just as much as the food itself. A warm welcome, a sense of place, a compelling story or an interaction with the people behind the ingredients can turn a meal into an experience.
As the definition of luxury dining continues to evolve, formality is no longer the only measure of sophistication. For many diners, the most memorable restaurant experiences are those that make them feel welcome, connected to the place they are visiting and part of something worth remembering.
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