A La Carte Blanche: Empowering Diners to Craft Their Own Menus

Johannesburg – In the past, the chef’s word was final; patrons ordered from the menu, perhaps modestly asking to skip the onions. Those times, however, are behind us.

Modern diners not only want to customize their meals; they consider it a given.

The rise of personalised dining is altering the landscape, transferring authority to diners and encouraging chefs to rethink their artistic methods.

This shift is underscored in the Future Menus 2025 report by Unilever Food Solutions, identifying this change as one of four megatrends that will shape the coming year.

Drawing on global research, a multitude of online queries, and insights from over 250 chefs worldwide, the report illustrates that contemporary diners seek meals that align with their lifestyles, values, and moods.

Yonela Motloung, Marketing Director for Unilever Food Solutions South Africa, points out that Gen Z is a key driver of this evolution.

“This generation is accustomed to customizing everything—from flexible work schedules to curated Spotify playlists to personalized social media feeds,” she notes.

“They expect a similar level of control in their dining experiences. Whether it’s amplifying the spice, choosing vegan options, or personalizing plating styles, it’s not about overcomplicating matters. It’s about feeling seen.”

But is this just a passing trend, or does it signify a more profound change in expectations?

Motloung argues it is indeed the latter, asserting that it influences hospitality sectors broadly, from takeaway spots to high-end dining.

She adds that technology is enabling the scalability of personalization.

AI-powered ordering systems and QR code menus allow diners to adjust their meals in real time.

Imagine visiting a restaurant abroad, scanning a QR code, and quickly selecting a low-sodium, vegetarian-friendly version of your favorite dish, or adjusting the spice level with a simple slider.

It’s likely that South African hospitality venues will soon embrace similar strategies.

However, this trend is not solely about technology; it necessitates responsiveness as well.

Chefs are increasingly tuning into their guests’ preferences and are designing menus that feel more like conversations than directives.

While this might intimidate traditionalists, chefs across South Africa are seizing this moment to innovate.

Some are adding “build your own” sections to their menus.

Others are creating adaptable base dishes that can be customized with a variety of sauces, toppings, and proteins.

Mary Worthington, Culinary Experience Advisor for Unilever Food Solutions, affirms that this goes beyond mere marketing.

“Personalisation is about relevance. It’s about crafting culinary experiences that resonate with your diners’ identities and lifestyles,” she explains.

“When diners believe their preferences are valued, they’re more likely to become loyal customers.”

This encapsulates the strength of this trend. It encourages connection, empowerment, and transforms dining into a memorable experience.

This doesn’t signal the end of menus as we know them.

Rather, it marks the beginning of a more flexible, inclusive, and engaging dining era; one where guests have a seat at the table long before their meal is served.

For chefs, it presents a new path to display their creativity. For diners, it’s a chance to enjoy their food exactly as they wish.