The book starts with an explanation of what augmented reality is and how it works. It lists the technical requirements and gives an overview of popular applications. The book also explains what challenges augmented reality still faces, technical challenges and also ethical and financial challenges.‘Augmented reality for food marketers and consumers’ starts with an explanation of what augmented reality is and how it works. It lists the technical requirements and gives an overview of popular applications. One of the chapters focusses on augmented reality in retailing and its use in restaurants, and gives examples. Another chapter addresses methods for assessing AR tech in organizations. The book also explains what challenges augmented reality still faces, technical challenges and also ethical and financial challenges. The final chapter looks into the future of augmented reality.