A number of service sector organisations with credence attributes (i.e. law firms, financial institutions etc.) are increasingly integrating food and beverage add-ons to their main service offerings to enhance customer experiences. Despite this widespread integration of food and beverages in many businesses, there is lack of empirical understanding as to the benefits and impacts of taste on customers within these service settings. This explanatory research seeks to explore whether food and beverage integrations play a role within environments that are high in credence attributes. Using hypothetical scenario testing we evaluate the impacts of taste perceptions on customer behaviours and emotions in credence service settings. Findings from this research address a literature gap in store atmospherics and provide strategic implications for services management on the importance of environmental cues influencing customers’ emotions and behaviours. This research is timely and relevant as the role of personalising attributes and service experiences is a current research priority in cultivating the customer asset and characterising the customer journey.