We explore the role of restaurants and food events in promoting local and regional gastronomy in the Minho region in Northern Portugal. Interviews with restaurant owners and event organizers in this mainly rural region reveal that innovation is driven mainly by changing consumer tastes, but also con-strained by consumer expectations of low prices. Restaurants maintain a family-run structure, also due to a lack of human resources. The main thrust of innovation lies in creating a convivial atmosphere, but there is less emphasis on locally produced food ingredients. In the long run this may undermine the regional food culture and its authenticity, despite the perceived importance of tradition.