The $4.5 million Restaurant of the Future is run by scientists of Wageningen University and Research Center, working with Sodexo, an international catering firm, and the Noldus software company, to answer questions from the food industry and behaviorists. [...]
Research on consumer behavior has been around since marketing began. Cornell University professor Brian Wansink has published popular works in the United States on how to fight obesity through food psychology, and runs a lab designed to look like a kitchen on the Cornell campus. McDonald’s has done confidential studies on its own customers.
But with its spy machines, databases and battery of analysts, the Wageningen project, with 42 companies participating, is meant to take the study of eating to a level approaching rocket science.