The Dutch consumer uses his smartphone more and more to order food and drinks. A lot of interesting data is gathered this way unnoticed. Not just by the producer, the consumer also develops a personal profile along the way. By adding nutritional values, origins of the food and various other data, food producers can help consumers create a personal profile that is leading in his or her consumer behavior. One of the many ideas that is developed nowadays is to make smart use of data. Especially in food service and retail, changes are going fast. Consumers are gaining more and more influence. Info Support can help companies respond to this. Especially in combining data, there are opportunities for companies to make the difference.