The development of gourmet food halls represents one of the top current trends in the food industry. It is expected that by 2020 their number in North America will have multiplied four times from what it was in 2015. This trend reflects important changes in consumption preferences and habits. Millennials want healthy, artisan, and convenient meals, and they prefer eating in communal settings. Does this mean that setting up shop in a food hall is the right idea for every small food business?