The purpose of this research is to (1) investigate the tangible and intangible cues influencing baby boomer perception of well-being food and perceived firm innovativeness, and (2) to examine the moderating role of hedonism. A literature review identified the theoretical relationships among tangible and intangible cues, the perception of well-being food, and perceived firm innovativeness. The proposed hypotheses were tested using the empirical data collected from 182 baby boomers who reported having recently visited a luxury restaurant. According to the data analysis results, it was revealed that food quality, decor and artifacts, employees` attractiveness all have critical impact on patrons` overall perception of well-being. And, in addition, the the effects of service quality and ambient conditions exerted a significant towards the perception of well-being. Moreover, there was a statistically significant link between hedonism`s moderating role towards perceptions of what constitutes a well-being. Based on the findings, managerial implications were discussed.