Once upon a time, the chef’s word was law. You ate what was on the menu, maybe
asked (very politely) to hold the onions. But those days are gone. Today’s diners
don’t just expect to customise their meals; they assume they can.
The rise of personalised dining is flipping the script, putting power into the hands of
the diner and pushing chefs to rethink how they create. This insight comes from the
Future Menus 2025 report by Unilever Food Solutions, which identifies the shift as
one of four megatrends set to define the next year. Backed by global research,
millions of online searches, and insights from more than 250 chefs in 75 countries,
the report shows how modern diners want meals that match their lifestyle, values,
and vibe.
Yonela Motloung, Marketing Director for Unilever Food Solutions South Africa, says
the report found that Gen Z is a key driver of this shift. “This generation is used to
tailoring everything according to their preferences – from flexible workplace
schedules to Spotify playlists to social media feeds,” she notes. “And, they expect
the same level of control when it comes to food. Whether it’s extra spice, vegan
swaps or plating preferences, it’s not about being difficult. It’s about being seen.”
But is this just a passing trend or is it a fundamental change in expectations?
Motloung believes it’s the latter and says that it’s already reshaping hospitality, from
takeaway counters to fine-dining kitchens.
She adds that technology is making personalisation easier to scale. AI-powered
ordering systems and QR code menus are already helping diners customise their
meals in real time. Imagine walking into a restaurant abroad, scanning a code, and
instantly selecting a low-sodium, vegetarian-friendly version of your favourite dish, or
adjusting the heat level with a simple slider. South African hospitality establishments
are likely to follow suit soon.
But this trend isn’t just about tech. It’s also about responsiveness. Chefs are
becoming more attuned to the needs of their guests and building menus that feel like
conversations, not dictations. While this could sound like a nightmare for
traditionalists, chefs across South Africa are embracing the opportunity to innovate.
Some are offering “build your own” sections on their menus. Others are introducing
flexible base dishes that can be tweaked with a variety of sauces, toppings, and
proteins.
Mary Worthington, Culinary Experience Advisor for Unilever Food Solutions, says
this is more than just a marketing gimmick. “Personalisation is about relevance. It’s
about creating food experiences that reflect who your diners are and how they live,”
she says. “When someone feels that their preferences matter, they’re more likely to
become loyal customers.”
And that’s what makes this trend so powerful. It creates connection and a sense of
empowerment and turns a meal into something memorable.
This isn’t the end of the menu as we know it. But it is the beginning of a more
flexible, inclusive and interactive way of dining; one where the guest has a seat at
the table long before the food arrives.
For chefs, it’s a new way to show off their creativity. For diners, it’s a chance to have
their cake and choose how it’s made.
ENDS
WORD COUNT: 536
Press Release on Behalf of:
Yonela Motloung
Marketing Lead: Unilever Food Solutions South Africa