Currently almost 90% of the food products that are launched disappear form the market in one year. One of the main reasons for this high failure rate is the underestimation of the role that situational factors play in food choice. To enable a better prediction of endurable successes of new launches of foods and drinks in the market, observation of the consumers in specific situations e.c.experiences is an indespensable tool requiring technological breakthroughs. This conclusion has led to the design and construction of a higly advanced research facility for research on food related behaviour in an indoor setting the “Restaurant of the Future” at Wageningen University. The restaurant offers a flexible eating environment where food and choice and eating behaviour with respect to company catering can be observedd under conditions with the help of state-of-the-art observation and sensor technology.Observation of eating and drinking behaviour and of the emotional reactions triggered by such behaviour provides unique possibilities to help the food and drink industry design products and experiences that fit special situations and evoke hedonistic experiences. The European Centre of the Experience economy will be involved with Universiteit Wageningen and her partners to develop a unique mobile “rapid research services”.