Created to bring exceptional gastronomy closer to a wider audience, Priceless Passion Week invites guests to discover the culinary philosophies, creativity and personal stories behind some of Serbia’s leading restaurants. Across two dedicated campaign periods in summer and autumn 2026, participating JRE-Serbia restaurants will offer exclusive tasting menus at a special promotional price of 7999 RSD per person, excluding beverages.

Priceless Passion Week is an invitation to experience the essence of each restaurant through carefully curated menus inspired by terroir, seasonality, heritage and innovation. Every chef approaches the concept differently, creating a distinctive gastronomic journey that reflects their identity, philosophy and connection to local ingredients.

Each JRE-Serbia restaurant tells its own story. Stories shaped by family traditions, regional products and contemporary culinary expression. During Priceless Passion Week, these stories come to life on the plate through memorable tasting experiences designed to showcase the best of Serbian gastronomy today.

The Priceless Passion Week Experience

Each participating restaurant selects one dedicated week during the campaign period and presents a specially designed Priceless Passion Week tasting menu.

The concept allows complete creative freedom for chefs:

• the number of courses is defined individually by each restaurant

• beverages are excluded from the fixed menu price

• menus focus on quality, creativity and seasonality

• every experience is designed to be distinctive and memorable

Reservations can be made directly via the priceless.com platform or through the participating restaurants. Guests booking directly are asked to mention “Priceless Passion Week” and payment with a Mastercard card. Every table receives a small takeaway gift provided by JRE as a final touch to the experience.

A Proven Concept with International Success

Following the strong success of Passion Week in Croatia, where the initiative generated high visibility, increased reservations and welcomed many first-time guests into JRE restaurants, Serbia now joins this growing regional concept for the very first time.

Supported jointly by Mastercard and JRE, the campaign creates strong momentum for participating restaurants while introducing a broader audience to the world of fine dining in an accessible and engaging way. Participation for restaurants is completely free of charge and additionally supported through financial contribution and promotional visibility.

The project reflects shared values between JRE and Mastercard: creating meaningful experiences, supporting culinary excellence and celebrating authentic local stories through gastronomy.

With Priceless Passion Week 2026, JRE-Serbia and Mastercard invite guests to discover the passion, craftsmanship and stories behind Serbia’s contemporary gastronomic scene, one plate at a time.