The owners of the manor Ausumgaard have plans of establishing a ‘Folkestue’ combining distribution of local foods, flexible employment, a café, a cafeteria and a farm shop. As students from the Integrated Food Studies programme at Aalborg University, we see the opportunity to develop ideas for the future ‘Folkestue’, integrating the personal values of the owners Maria and Kristian Karlshøj-Lundgaard. This will be investigated through the research question: “How can considerations on a social aspect and human relations contribute to a conceptual food related design of the future ‘Folkestue’ in the ‘Kraftcenter’ at Ausumgaard?” The theoretical framework is the economic model Experience Economy, which we use for optimizing customer experiences and the theory of Corporate Social Responsibility. Data is collected via Semi-structured interviews and Non-structured data Collection by Conversations with owners and staff members at Ausumgaard, supplemented by Observations and Mapping of practices and surroundings. Additional data is collected from searching The Internet, homepages and our personal experiences of what we call “best practise” in the design of memorable food experiences. The data is analysed accordingly to the applied theories, and combined with the creative design methods Mappings and Mood board. Five key aspects are detected from the analysis: The accessibility/visibility, The communication, The participation, Harmonizing with positive cues and The societal aspect. By incorporating the five key aspects from the analysis, a conceptual food related design including a societal aspect, can be developed in the future ‘Folkestue’.