The paper explores the concept of the experience economy in the restaurant industry, particularly emphasizing the shift in focus from a simple choice of dishes to the entire gastronomic experience. The significance of experience economy research in the restaurant industry stems from the widespread growth and increasing importance of the experience economy throughout the world, while its fundamental components still need to be fully developed within the hospitality sector in Croatia. The goal is to improve understanding of the impact of the experience economy on changing customer preferences as well as the transformation of restaurants from a conventional focus on food to creating an extraordinary and comprehensive positive and memorable experience. Investments in exceptional and memorable experiences lead to increased guest loyalty, underscoring a restaurant's lasting competitive advantage in the marketplace. By investing in the experience economy, restaurants can successfully stand out in the market, attract new visitors and cultivate a solid and favorable reputation, transforming themselves into establishments that offer unforgettable and personalized experiences.