South Africans may be eating out less frequently, but when they do, they are more intentional than ever. According to Dineplan’s 2024 Restaurant Report, “value for money” and “meaningful experiences” now top diners’ priorities. Upscale dining isn’t disappearing, but it must feel worthwhile.
For Kerry Kilpin, Executive Chef at Steenberg, this shift presents both a challenge and an opportunity.
People are more intentional about where they go and what they spend. Today’s high-end diner is redefining luxury,” she says. “Value goes beyond price. It’s about feeling that your time and money have been well spent. Luxury has shifted from formality to genuine experiences that feel thoughtful and considered.”
At Steenberg, that means layering every aspect of the dining experience: quality food, attentive service, the history of the estate, and the beauty of Constantia. “It’s not just a meal, it’s something memorable,” Kilpin adds.
Industry trends echo this sentiment. Globally, consumers are seeking “experiences over extravagance,” according to the 2024 State of the Restaurant Industry Report. Even in leaner times, diners crave moments of indulgence. “We still want to spoil ourselves now and then,” Kilpin explains. “But it must feel worthwhile—good food, warm service, a beautiful space, and a sense of having experienced something special.”
Sean Ingles, General Manager at Grootbos Private Nature Reserve, agrees. “Diners don’t want to spend money on food they could make at home. It’s the details: presentation, flavours, textures, and setting. That makes all the difference,” he says.
Storytelling plays a key role in creating perceived value. At Steenberg, founder Catharina Ras’s story of resilience and reinvention is woven through every touchpoint. “Whether it’s our connection with local fishermen or how our team talks about our wines, there’s always a story that adds meaning,” says Kilpin. Ingles adds: “Explaining the origin of ingredients or how a dish connects to the environment immediately enhances appreciation.”
Research backs this up: storytelling builds emotional connection and trust, increasing perceived value, according to a 2023 Harvard Business Review report.
Attention to detail extends to menu design, music, and even crockery. At Grootbos, the menu evolves with the dining setting, reflecting the forest or coastline outside.
Dinner might start with coastal canapés at sunset, then move into the wine cellar with botanically inspired courses,” Ingles explains. Kilpin focuses on emotion through food: “Sauces add richness without excess, and every dish tells a story about our heritage, the seasons, or the land. Those layers create moments that stick with you.”
Authenticity in staff interactions is equally crucial. Kilpin trains her team to understand and share the stories behind the menu and wines. “When the team shares with heart, guests notice. That connection makes the experience feel authentic and memorable.”
Both Kilpin and Ingles agree that the definition of luxury dining has shifted. “High-end restaurants need to focus on connection, not just perfection,” says Kilpin. “Honest food, genuine service, and an experience that feels real is what people want.” Ingles adds, “Hyper-local, authentic inspiration for menus is key. Offering something unique and unexpected is what sets restaurants apart.”
Kilpin believes this shift isn’t temporary: “Luxury is now about meaning. People want thoughtful, honest experiences that respect their time and money. Quality over quantity, and creating moments that truly matter.”
Even in a downturn, when luxury dining is less frequent, it can be more valuable than ever when done with intention, storytelling, and care. “It’s not about being the best,” Kilpin concludes, “it’s about being someone’s favourite, a place where they feel looked after and loved, and want to return because it feels real.”
