Surreal dining- Restaurants are no longer competing solely on food

Across the world, chefs, artists, and hospitality brands are transforming dinner into immersive theater, replacing conventional dining rooms with floating banquets, rotating restaurants and cinematic environments that make the meal itself feel extraordinary. The shift comes as consumers become hyper-selective about eating out. According to VML’s Future 100: 2026 report, almost half (49%) of global consumers say they are cutting back on dining out because of financial pressures. Rather than lowering expectations, however, consumers are becoming far more intentional about…

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