From humble beginnings of guilds and roadside inns in the early middle ages over the first à la carte restaurant opening in France in the 18th century up until today’s multi-trillion dollar industry, food and beverage service industry has grown to become a major factor in shaping the world we live in. Influential restaurateurs and bar owners have a huge impact on consumption trends and can help shape the future of food. Never before has the sector known such rapid change in consumer behavior as now in times of digitalization, social media and growing ecological awareness. The challenges and opportunities ahead are manifold. This article aims to give a definition: "what is the food service industry" and an overview into what’s at stake in F&B as we move into a new decade full of uncertainties.