The relationship between restaurant innovativeness and perceived value in gastronomic experiences

Purpose This study aims to examines how customers’ perceptions of restaurant innovativeness influence the perceived value of gastronomic experiences and the overall evaluation of Haute Cuisine restaurants. It addresses a key gap in hospitality research by integrating demand-side perceptions into the understanding of innovation effects. Design/methodology/approach A quantitative, descriptive–explanatory design was employed. Data were collected through a structured online survey of customers who had recently visited Michelin-listed restaurants in São Paulo (n = 168). After validating the constructs through confirmatory factor analysis, structural equation modeling was applied using the diagonally weighted least squares estimator to test the relationships among innovativeness, perceived value and restaurant evaluation. Findings Results show that perceived innovativeness exerts a strong and significant effect on perceived value and directly influences restaurant evaluation. Perceived value also significantly affects evaluation, confirming its partial mediating role. Menu and brand innovativeness were the most influential dimensions on perceived innovativeness, while emotional and epistemic value were the strongest components of perceived value. Research limitations/implications Non-probabilistic sampling and a single-destination context limit generalization; future studies should expand to additional gastronomic formats and cultural contexts. Practical implications Findings highlight the need for managers to approach innovation holistically – aligning menu creativity, sensory experience design, storytelling and brand strategies to enhance emotional and cognitive value perceptions. Originality/value This study advances the literature by empirically integrating innovativeness and multidimensional perceived value from a consumer-centric perspective. It provides a validated hierarchical measurement model for Haute Cuisine and offers evidence that innovation operates as both a functional and symbolic driver of experiential value.