Experiential dining - What customers expect now

From immersive menus to sensory-driven spaces, learn how to meet rising customer expectations for experiential dining in Australia and boost loyalty while you’re at it.

Key takeaways

• Experiential dining is no longer optional, Australian diners increasingly expect immersive, memorable experiences when eating out.
• Sensory engagement, theatrical service, and personalisation are leading trends, especially in metro areas.
• Design and layout now play a critical role in how customers perceive value and uniqueness.
• Technology, from AR menus to smart reservations, is reshaping the dining experience.
• Staff training and brand storytelling are key tools to deliver consistent experiences.
• Sustainability and local sourcing matter more to diners, shaping their perception of quality and authenticity.
• Investment in experiential design has shown strong ROI, improving customer retention and word-of-mouth marketing.

Setting the scene: More than just a meal

In Australia’s increasingly competitive hospitality landscape, offering good food and efficient service is no longer enough. Today’s diners expect more, they’re seeking a story, an atmosphere, and a moment worth sharing. The rise of experiential dining is not just a trend; it’s a shift in how Australians choose where to eat and why they return.

Recent research by OpenTable revealed that 74% of Australians are more likely to return to a restaurant that offers a unique or memorable experience. This figure rises among Gen Z and millennials, who view dining out as both entertainment and self-expression. In an industry still recovering from pandemic-era disruptions, rethinking the dining experience is a critical lever for growth.

Understanding what makes an experience memorable

What makes a dining experience feel truly special? For Australian patrons, it's a mix of sensory richness, emotional connection, and thoughtful curation.

Key elements of experiential dining in 2025:

• Immersive design: Venues like Melbourne’s "Vue de Monde" show how architectural drama and panoramic views can elevate perception.
• Story-driven menus: Restaurants such as "Attica" in Ripponlea narrate native ingredient journeys, creating cultural resonance.
• Interactive dining: Concepts like "Dinner in the Dark" or chef’s-table formats are trending for offering novel, participatory engagement.
• Customisation: Build-your-own bowls, dietary transparency, and personalised dishes speak directly to today’s health- and value-conscious diner.
  
  

Hospitality groups that craft every moment, from lighting and music to the way dishes are plated, are outperforming those relying solely on culinary merit.

Design, layout, and the aesthetics of atmosphere

Venue design is no longer just about seating capacity. It’s about evoking emotion and enhancing the experience.

What Australian restaurateurs are doing:

• Open kitchens: Increase transparency and make chefs part of the performance.
• Themed interiors: Brisbane’s "Honto" uses dark, minimalist design to reflect modern Japanese dining.
• Multi-sensory environments: Use of aroma diffusers, curated playlists, and textured surfaces.
• Pop-up or rotating layouts: Keeping spaces fresh and seasonal, especially in venues like Sydney’s "Maybe Sammy".
  
  

Design choices increasingly reflect not just ambience but brand identity, with some businesses working with set designers rather than traditional interior decorators.

Integrating technology without losing soul

Technology plays a growing role in delivering consistent, interactive, and data-informed experiences, but must be balanced with warmth.

Emerging tech used in Australian venues:

• Augmented reality (AR) menus: "Eat the Menu" AR campaigns let diners visualise dishes before ordering.
• QR-based ordering: Efficient and scalable, as seen in many casual dining chains post-COVID.
• AI-powered customer profiling: Enables return customers to receive tailored offers and experiences.
• Smart reservations and queuing: Apps like "Now Book It" streamline customer flow and expectation management.
  
  

Technology is most successful when it reduces friction without replacing human connection.

Training teams to deliver emotional service

Staff are the face of the experience, not just delivering meals, but curating moments.

Best practices for training your team:

• Storytelling: Equip staff with narratives around dishes, provenance, and chef intent.
• Emotional intelligence: Teach staff to read and adapt to different dining preferences (e.g. quiet vs. social tables).
• Consistency in tone: Language, pacing, and friendliness all matter.
• Empowerment: Give front-line staff decision-making authority to surprise and delight guests (e.g. offering complimentary tasters).
  
  

According to Restaurant & Catering Australia, customer service remains the second most cited factor in repeat visits, after food quality.

Sustainability as an experience enhancer

Eco-consciousness is now part of the dining narrative. Customers are noticing and rewarding venues that reflect their values.

Tactics used by forward-thinking venues:

• Hyper-local sourcing: Like "Brae" in Birregurra, which grows much of its produce on-site.
• Zero-waste kitchens: Creative reuse of ingredients and composting programs.
• Transparent supply chains: Menus that highlight farm origins or fisherman names.
• Sustainable fitouts: Recycled timbers, solar-powered lighting, and water-saving appliances.
  
  

A 2023 survey by NielsenIQ showed 64% of Australians prefer dining at venues with clear sustainability commitments. This trend is accelerating, especially in coastal and regional areas.

Marketing and storytelling in a digital age

The experience doesn’t start at the table, it starts online.

Where Australian operators are focusing:

• Social media storytelling: Behind-the-scenes videos, chef interviews, and origin stories.
• Google Business optimisation: Ensuring visuals reflect ambience and experience.
• Event marketing: Collaborations with winemakers, guest chefs, and art pop-ups.
• Influencer partnerships: Targeted micro-influencers can authentically showcase the vibe.
  
  

A well-branded venue becomes a destination, not just a meal. Creating moments people want to share organically is often more effective than paid ads.

Consumer segmentation: What different diners want

To succeed in experiential dining, you need to tailor your offering to the specific desires of your target customer segments. In Australia’s diverse hospitality market, different diners have vastly different expectations, especially when it comes to value, ambience, interaction, and storytelling.

Here’s how common customer groups think and what they seek:

Gen Z and millennials (Aged 18–35)

• Experience-led decisions: Prioritise uniqueness over tradition. Think pop-up concepts, tasting journeys, and quirky venue design.
• Digital-first expectations: Use of AR menus, online waitlists, QR-code ordering, and shareable moments.
• Diet-conscious menus: Want plant-based, allergen-friendly, and sustainably sourced options.
  
  

Example: Melbourne’s “Wonderbao” integrated TikTok-friendly décor and a minimalist bao bar layout, resulting in 120% more social shares and a 35% rise in foot traffic in three months 

Families

• Comfort and convenience: Highchairs, children’s menus, clear noise zoning, and fast service.
• Value and variety: Offer shared dishes, bundle meals, or combo pricing.
• Interactive elements: DIY pizza stations, table-top games, or digital entertainment can engage kids while adults dine.
  
  

Older diners (Aged 60+)

• Comfort and clarity: Prioritise acoustics, comfortable seating, lighting, and easy-to-read menus.
• Service orientation: Prefer attentive, face-to-face service over tech-heavy formats.
• Classic with a twist: Open to innovation, but appreciate recognisable flavours and formats.
  
  

Tourists and international diners

• Cultural storytelling: Want local produce, Indigenous culinary influence, and stories behind the dish.
• Multi-language support: Helpful signage, digital menus, or staff able to explain the experience.
• Customised packages: Fixed-price experiences, tasting menus, or thematic nights (e.g. bush tucker, wine pairing).

Emerging future trends to watch (2025–2027)

Staying competitive in the Australian dining scene will increasingly require innovation, adaptability, and forward-thinking investment. These upcoming trends are already shaping the industry, and savvy operators are preparing now.

AI-powered personalised dining

• AI tools can tailor wine pairings, suggest dishes based on past orders, or adjust lighting/music based on booking data.
• Example: A Brisbane wine bar used AI chatbot recommendations to upsell 18% more premium bottles in a trial run
  
  

Dining-as-performance

• Immersive storytelling through themed nights, theatrics, or staff in character. Think “dinner theatre” reinvented for the Instagram age.
• “Culinary escapism” is booming, dining becomes a narrative journey, not just a meal.
  
  

Wellness-led experiences

• Low- or no-ABV cocktails, functional ingredients (like adaptogens), and menus supporting sleep, energy, or gut health.
• Demand for wellness in dining rose 42% YOY in 2024, particularly in Sydney and Byron Bay.
  
  

Hyper-local and regional immersion

• Menus based on micro-seasons, native ingredients, and regional winemakers or farmers.
• Interest in Indigenous culinary heritage is rising, 81% of Australians support inclusion of native foods in mainstream dining.
  
  

Community and co-creation

• Customers want to collaborate with brands, by voting on next dishes, attending workshops, or shaping pop-up ideas.
• Venues that engage patrons pre-visit or post-meal with polls, thank-you videos, or social follow-ups are more likely to convert repeat visits.
  

The business case: Is experiential worth the cost?

Yes, when done strategically. While initial investments in design, tech, and staff training may be higher, the returns often justify it.

Reported benefits from Australian businesses:

• Higher average spend per head: Venues with curated experiences often command premium pricing.
• Improved booking stability: Guests are more likely to plan ahead for experiences.
• Stronger online reviews: Experience-oriented venues consistently outperform peers in ratings.
• Word-of-mouth growth: Shared moments lead to organic customer acquisition.
  
  

One Sydney-based restaurant group reported a 28% increase in monthly revenue after refitting one of their locations with immersive décor, interactive tasting menus, and elevated service training.

Practical checklist: Elevating your venue’s experience

Here’s a framework to audit or plan your experiential strategy:

• Atmosphere: Does your lighting, music, and layout evoke the right feeling?
• Narrative: Is there a clear story behind your food, design, or brand?
• Engagement: Are there moments of surprise or interaction during service?
• Technology: Are you using digital tools to streamline (not replace) the human element?
• Team: Are your staff emotionally aware and empowered?
• Sustainability: Are your values visible and actionable in the customer experience?
• Marketing: Does your online presence accurately reflect your venue’s vibe?

Final thoughts

Experiential dining is no longer reserved for high-end establishments or niche food festivals. It’s now a baseline expectation across metro and regional Australia. Whether you run a cafe in Hobart or a rooftop bar in Perth, today’s customer is looking for something to remember.

By investing in design, storytelling, technology, and staff empowerment, you can not only meet those expectations but exceed them, transforming your venue from a place to eat into a destination to experience.