Immersive menus are the new darling of dining.

Published 09.06.2025

Every dish now comes with a poem, a fog machine, and possibly a short interpretive dance. 

No longer "starter, main, dessert"—now it’s:

• “Chapter 1: Ocean Memory.”

• “Chapter 2: Charred Nostalgia.”

• “Finale: Childhood in Three Textures.”

Do I love a bit of drama? Of course I do.

But sometimes, I just want a steak that doesn’t need narration or a lighting cue.

• The best immersive menus don’t scream.

• They don’t beg to be filmed.

• They invite you in—subtle, intentional, and in sync.

Think Noma:

Where the story, the setting, and the dish are all working together—quietly, confidently, without fighting for a standing ovation.

Now, let’s not throw the whole idea out with the dry ice. Done well, immersive menus can elevate a meal into a memory. They can create connection, context, and a feeling that this moment is special.

But done badly?

They’re all fur coat and no knickers.

Style over substance. Vibe over value.

So here’s my ask to the menu poets out there:

If your duck breast needs a Spotify playlist to make sense…maybe we’ve gone too far.

Give me flavour over fog.

And let’s not forget—we’re still here to feed people.

Not audition for the next season of Chef’s Table: The Musical.