Abstract Sustainable practices are increasingly promoted in the restaurant sectors. While sustainability in luxury gastronomy restaurants (hereby Michelin-starred and luxury fine dining restaurants) has rarely been explored especially from Vancouver context. Michelin-starred and fine dining restaurants are significant influencers of sustainable food promotion. Therefore, this study explores chefs’ motivations to adopt and promote sustainable food experiences through extrinsic (planet and people) and intrinsic (plate, pleasure, and place) factors. A qualitative approach (semi-structured interview) will be employed to collect data from a sample of Michelin-starred and fine dining restaurants. It is anticipated that this study will be strengthening the existing literature by providing insight into the adoption of sustainable and ethical food practices in the luxury gastronomy restaurants.