Essential tips from Searcys - delivering an outstanding food and beverage offering at your next event
Contributed by Zach Povey, Senior Account Manager, Searcys Central Events Sales
As someone who works with accidental event planners every day, I’ve learned what makes the difference between a good event and a great one when it comes to food and beverage (F&B).
Firstly, understand your event's purpose and audience, and share this context with the events team so they can brief catering. The F&B experience should enhance your event's purpose - not just fill time
Tailor the experience accordingly by working with the venue’s catering team to create memorable, relevant and colourful menus that spark conversation and accommodate all dietary requirements.
A true sign of success is a ‘wow’ moment when guests arrive, followed by lots of Instagram shares. For example, we recently created a huge ‘dessert table’ which acted as a centrepiece to the networking room. The hundreds of bite-sized desserts looked incredible, providing a tangible talking point and becoming part of the event – not just a nice-to-have.
It’s often the small touches that transform events which is why, at Searcys, we try to bring the client’s brand to life through thoughtful logo placement too – on ice cubes, menus, signage or digital screens.
When working with the catering team, it helps if communication flows smoothly - from initial planning to the day of the event itself. Send venue details with timings and reminders one week before and, again, one to two days ahead of the main event. Arriving early to meet the front-of-house team also helps, as they will talk through the catering timings step-by-step.
Sometimes, not everything goes to plan, and that’s okay - venue and catering teams are there to help you keep everything on track so, stay calm, approach any challenges with a problem-solving mindset and, afterwards, reflect on what worked and what didn’t to improve future events.
Quick tips for acing your catering
- Be clear on your event's purpose and audience: Catering needs to be appropriate for the people you have in the room, so consider cultural and religious needs when planning
- Start early: Allow six to eight weeks minimum to gather all dietary requirements and allergens, as well as to ensure you’ve briefed the catering team properly
- Select colourful dishes: Discuss presentation and flavours.
Consider sustainable options: Such as opting for locally sourced produce, plant-forward menus and Organic and Fairtrade brands - Focus on details: Do you want branded ice cubes, for example? Or, for something more memorable, perhaps rename the cocktails as a nod to the event’s theme?
- Arrive early: Meet the front-of-house team to ensure everything is primed and ready
- Stay flexible and gather feedback: Be ready to solve problems and reflect on what worked to keep improving.
