We all have warm moments surrounded by food.We all have warm moments surrounded by food.
Maybe it’s your grandmother’s pot roast, a beloved Indian restaurant you’d travel across town for, or a bottle of wine you shared on your first anniversary—be it a job, friendship or romantic one. Food can elicit a comfortable feeling, one that makes us at ease and often nostalgic. That’s why it’s important to remember the power food can have at events.
Full disclosure: In my line of work (health care meetings), we don’t have a lot of flexibility when it comes to unique food options due to meal caps. But that doesn’t mean I don’t have a great respect for what including creative catering and beverages can do to elevate an event.
In today’s world, everyone is a food critic and it’s all about customisation. I’m not telling you anything that you don’t already know, but rather sharing a few words of wisdom for continued success when it comes to food and beverage.
Creativity and customisation is not as hard as you think. The recipe for success includes tried-and-true ingredients: communication, partnership and pre-planning.
A few ideas to consider include creating custom menus around your meeting's location/region. Utilising local farmers and ingredients doesn’t just make the quality of your meals better, it supports the local economy and is more sustainable (not to mention organic!) Don’t be afraid to play around with the unusual when given the opportunity. Rethink what a buffet might look like visually, introduce fun new ideas that are trendy when you can—maybe a delicious donut wall or a live food demo. Think about how you can customize food for events, whether it’s a cocktail or a chocolate bar.
We often don’t think of food as the stars of our events (at least I don’t), but maybe it’s time to let them shine. Thinking of food as a way to nourish our stomachs, our imagination and the host city’s economy can help us make a lasting mark on our attendees.
Aleka Garcia, CMP-HC, CMM
Events Industry Council