There are many meal options from which to choose. The caterer and event
coordinator should each have a clear idea of the event’s purpose
and how the food and beverage component will further it. Attention to
detail is crucial. Poor food choices, running out of food, lack of service,
etc., will all negatively impact an event. On one memorable occasion,
a caterer provided several pork and shellfish dishes at an event where
over half the attendees were Jewish. While some vegetarians will eat
dairy, others will not find a dish with milk or egg products edible—the
menu should include choices for everyone.
On the Go
Muffins, cookies, fruit, sandwiches, wraps, etc. can be set up at entry
points into the event or at the back. Coffee,
tea, water, juices, and pop can be provided in the same fashion with
minimal staffing needs.
Appetizers
Canapés are a good way to ensure guest happiness at a cocktail
“meet and greet” event. Generally speaking, per person,
allow 7-8 appetizers if the cocktail party is to be followed by a dinner,
and 20-30 if appetizers will be only food provided (allow toward the
high end if guests are coming directly from work or seminars and will
not have had time to eat dinner). The caterer should provide items that
are visually appealing and finger friendly—dipping sauces have
a tendency to end up on shirt fronts and the carpet. There should be
enough staff to service all areas of the room, whether restocking static
stations or carrying trays through the crowd.
Buffets
For less formal events, the benefits of buffets
include keeping costs down and ease of mingling for guests. One drawback
is that, if speeches are scheduled, attendees may be more focused on
getting to the buffet
than on the speaker. Food safety is an important issue at a buffet.
Mayonnaise dishes should be avoided and care must be taken that foods
are maintained at safe temperatures, whether hot or cold. There should
be enough staff on hand to keep the dishes looking fresh and appetizing.
Manage costs by having staff at the stations serving hot and/or costly
items in pre-designated portions (with instructions to graciously provide
extra if a guest asks for more, of course). Allow enough plates and
utensils for those who will revisit the buffet.
Stand-up Buffets
If one of the main goals of the event is to maximize interaction, then
a stand up buffet
works well. There should be ample “rest” tables for drinks
and plates to be set on, temporarily, along with enough chairs for about
1/3 of the attendees to sit (more if a lot of the guests are seniors).
All food should be eatable with just a fork, as guests will not have
the leverage to cut food. A big steak is not a good idea at a stand
up buffet.
Sit-down Buffets
These are still informal enough to facilitate mingling. It is a good
idea to call tables to the buffet, rather than having everyone try to
rush it at once. For guest peace of mind, or if time is an issue, have
two buffets and make sure that the lines can move on each side of the
stations.
Table Service Meals
These are more formal and controlled. If speakers are an important part
of the organizer’s goal, the meal service can be scheduled around
the speeches (make sure that all servers are informed on timing). Table
service will almost always be the most costly option. Guests, of course,
are aware of this, and will find added value in a smoothly served and
tasty meal. The event organizer should ensure the caterer provides enough
linens, experienced staff in sufficient numbers (e.g., 1 for every 10
guests at a formal dinner, 1 for every 20 guests at an informal meal),
that the plates and glassware are unscratched and in otherwise good
condition, etc.
The decision must be made whether to allow open seating or pre-assign
guests to certain tables. At an award or client appreciation meal, for
example, it is probably a good idea to pre-assign VIP guests according
to status (front and center) with key company members, whereas another
meal’s purpose may be to encourage specific guests to become acquainted
with each other. The event coordinator should, in conjunction with the
marketing coordinator, preplan the table charts and make sure that seating
assignments are handed out with registration packages, and that seating
charts are easily visible at key entry points of the dining room, and
that table numbers stands and tent cards are on each table.
The Wow Factor
Food is an easy way to make a great impression. It can be themed by
geography, the type of event, or the nature of the attendees. People
tend to remember first and last impressions, so being greeted with a
special cocktail, a beautifully presented and delicious appetizer selection,
or a decadent dessert such as fresh strawberries with a chocolate fountain
will leave them with strongly positive memories.
A highly successful customer appreciation event was held at a minor
league baseball game on the East Coast; in the section reserved for
the attendees, a local microbrewery served lagers and ales and, instead
of hotdogs, freshly grilled lobster was served on artisan bread. A famous
retired major league player was hired to put in a guest appearance and
he signed autographs and posed for pictures with the thrilled guests.
The host company’s customers left the event feeling that they
had been part of a special, luxurious evening. But, even with the cost
of the game tickets, lobsters, specialty beers, and appearance fee by
the sports star, the evening cost less than a sit-down dinner at one
of the local four star hotels—and was far more memorable.
| Ottawa Conventions.com
Event Planning 101
Chapter 3: Food & Beverage
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