As South Africa’s culinary landscape continues to evolve, restaurants are confronted with the challenge of captivating diners and distinguishing themselves in a fiercely competitive market. Globally, the emergence of ‘concept experiential’ dining is reshaping the future of eating out, setting new standards for culinary adventures.
In September 2023, Lightspeed, a UK-based restaurant resource, unveiled a collection of concept restaurants offering unique experiences that deviate from traditional norms, enabling patrons to embark on a gastronomic journey around the globe, one dish at a time. Once considered a transient trend, experiential dining has now cemented its place, meeting the evolving demands of customers seeking unforgettable and personalized dining experiences.
According to TGP International, a global hospitality agency, the post-COVID era has witnessed a shift in consumer preferences towards more enriching and exclusive dining experiences, particularly among younger demographics. A report by epos Hybrid’s Bdaily UK in July 2021 revealed that 44% of consumers are willing to invest more in unique dining encounters.
With changes in work patterns and a blurring of traditional boundaries, factors such as time, space, and location exert less influence over consumer dining decisions. Moreover, the prevalence of social media has amplified the desire to share novel and enticing food and beverage experiences instantly, presenting significant marketing opportunities for hospitality establishments. Experience-driven venues have emerged as the fastest-growing sector in the industry, reshaping the conventional restaurant model and fostering diversity in concepts.
Embracing this trend, popular local eateries with an international flair are elevating their offerings to new heights at LXX Sandhurst, nestled in Sandton, South Africa’s economic nucleus. Alexi Cavaleros, head of international acquisitions at The Cavaleros Group, exudes enthusiasm about LXX Sandhurst, labeling it as the epitome of luxury, sophistication, and convenience. “We eagerly anticipate welcoming guests to our semi-al fresco, luxury shopping, dining, and cosmetology experience,” he enthuses.
LXX aims to introduce concept restaurant experiential dining to the city through collaborations with esteemed establishments such as tashas, Mila, SINN, Dough & Co, Cowfish, and Mosso.
Natasha Sideris, CEO, and founder of Tashas Group, underscores the significance of their presence at LXX Sandhurst, emphasizing that tashas LXX will draw inspiration from Johannesburg’s suburbs, embodying a fusion of classical, timeless, and modern energy. She elaborates, “An exciting addition will be a bar akin to the one featured in our new London store – a cozy space for intimate gatherings or shared meals. Our dinner menu will be a focal point, making it an ideal choice for evening gatherings with friends, family, or colleagues.”
Echoing similar sentiments, Evan Sotiropoulos, founding partner of Dough & Co, shares insights into the innovative culinary adventure they aim to deliver at LXX Sandhurst. “Dough & Co is a new-style bakery, offering convenient pick-up options to complement the LXX experience. We’re excited to bring this fresh concept and a touch of European street ambiance to Sandhurst. There’s nothing quite like a classic French pastry and coffee to go – the market is in for a treat,” he affirms.
Cowfish, renowned for its fusion of American and Japanese cuisine, pledges guests a fusion of taste and style, while Mosso introduces the vibrant flavors of authentic Turkish cuisine and traditional hookah offerings.
Situated at 70 Rivonia Road, Sandhurst, LXX Sandhurst will unlock its doors to the public in July 2024, inviting patrons to immerse themselves in a unique culinary journey that seamlessly blends luxury, culture, and innovation.