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South Africans are eating out less often but when they do, they spend with intention. “Value for money” and “meaningful experiences” top the list of decision drivers. Upscale dining isn’t disappearing, but it must feel worth it (Dineplan’s 2024 Restaurant Report).
For Kerry Kilpin, Executive Chef at Steenberg, this shift is both a challenge and an opportunity. “People are more intentional about where they go and what they spend,” she explains. Today’s high-end diner is redefining luxury. “Value goes beyond price. It’s about feeling that your time and money have been well spent. Luxury has shifted. It’s less about formality or luxury dining for the sake of it, and more about genuine experiences that feel thoughtful and considered,” says Kilpin.
At Steenberg, she believes this means layering the experience: quality food, a sense of history, attentive but approachable service, and the beauty of the Constantia estate. “It’s not just a meal, it’s something memorable,” she adds.
This resonates with broader industry trends. The National Restaurant Association highlights that, globally, consumers increasingly seek “experiences over extravagance,” aligning with Kilpin’s sense that dining must connect emotionally as well as gastronomically (2024 State of the Restaurant Industry Report).
Even in leaner times, people crave moments of indulgence. “We still want to spoil ourselves now and then, it’s important to feel special. But it must feel worthwhile,” says Kilpin. “It comes down to the full experience: good food, warm service, a beautiful space, and a sense that you’ve had something memorable, not just a meal.”
Sean Ingles, General Manager at Grootbos Private Nature Reserve, agrees. “Diners don’t want to spend money on food they could have prepared at home. The intricate details: presentation, flavour combinations, textures, and the setting make all the difference,” he says.
Both Steenberg and Grootbos lean on storytelling to enhance value. At Steenberg, the narrative of founder Catharina Ras, a woman of resilience and reinvention, flows through every touchpoint. “We live Catharina’s story every day. Whether it’s our connection with Abalobi and small-scale fishermen or the way our waiters speak about our wines, there’s always a story that adds meaning to the experience,” says Kilpin.
Ingles adds: “When diners are given the background to a dish and why a certain ingredient was chosen or how it connects to the environment, it immediately enhances their appreciation. Without storytelling, they don’t see the depth of thought that’s gone into it.”
Research supports this. A recent report on consumer behaviour found that storytelling increases perceived value by building emotional connection and trust; a lesson luxury dining seems to have fully embraced (2023 Harvard Business Review).
From the design of the menu to the music playing in the background, details matter. At Grootbos, even the physical menu changes depending on the dining setting, echoing the forest or coastline outside. “We’ve introduced a botanical menu that incorporates elements of fynbos and coastal plants into the dishes. Dinner might start with coastal canapés at sunset and then move into the wine cellar with botanically inspired courses. Even the crockery and music are chosen to enhance the experience subconsciously,” says Ingles.
At Steenberg, Kilpin focuses on depth and emotion through food. “For me, it’s all about the sauces. They add richness without excess. We tie dishes to a story, whether it’s about our heritage, the seasons, or the land. Those layers create moments that stick with you,” she explains.
A key to perceived value lies in the authenticity of staff interactions. Kilpin invests time in training her team to understand and share the stories behind the menu and wines. “When the team understands the ‘why,’ they share it with heart and guests pick up on that. That connection makes the experience feel authentic and memorable,” she says.
Both Kilpin and Ingles agree that what diners consider “luxury” has shifted. “High-end restaurants need to focus on connection, not just perfection. Honest food that tastes good, genuine service, and an experience that feels real is what people want,” says Kilpin.
Ingles agrees: “Authentic and hyper-local inspiration for menus is key to value-centric dining. Offering something unique, unexpected, and special is what will set restaurants apart.”
Kilpin believes this isn’t just a passing trend but the next chapter in dining. “Luxury is less about extravagance and more about meaning. People want thoughtful, honest experiences that respect their time and money. It’s about quality over quantity, and creating moments that truly matter,” she says.
In a downturn, luxury dining may be less frequent but when it’s done with intention, storytelling, and care, it becomes more valuable than ever. “For me, it’s not about being the best, it’s about being someone’s favourite. A place they feel comfortable, looked after, and loved. Somewhere they want to come back to because it feels real.“