Museums operate under ever-changing conditions. Nowadays, museums are much more than merely heritage institutions. Museums of today offer activities such as dining, shopping and cultural events. Yet, more research needs to be done to further understand the dynamics of the museum shops and restaurants. This article, based on a Master’s thesis, discusses the relations between the museum and its shops and restaurants. Based on empirical data gathered from three museums in Sweden through interviews and document analysis, the article also introduces a new set of concepts and models to describe the connection between the different facilities of a modern museum. These concepts are “profiles and ideals” that can be used to investigate how an establishment manifests itself physically based on certain desired ideals, “the product staircase” that evaluates the connection between the exhibitions and the products in the shop, and the “triple factor model” that describes how a museum restaurant can be managed in tandem with the museum.