During the period after the Second World War , the economic system doesn’t focus on the mechanism of production anymore, but on those of consumption. Within this transformation, food plays an essential role because of its ability to relate to the different aspects of social life: individual, domestic and public. Food is connected to every aspect in the development of consumption in Italy in that period. Also in the improvement of mass motorization, trough the highway restaurants, we can find a relation with the food. The main players were some new entrepreneurs of Italian food industry like Pavesi, Motta and Alemagna linked to a new generation of architects.