Here’s a little secret from behind the scenes of event production: people will forgive a speaker who runs long, they’ll overlook a slightly awkward networking mixer, they might even forget that the LED wall glitched for a second.
But they will absolutely, positively remember the food.
They’ll remember if it was bland, if their dietary restriction was an afterthought, if the timing was off and lunch ran 45 minutes late. They’ll also know if it was memorable, tied to the theme, or gave them something unexpected to rave about later.
We see menu creation as way to take your event from expected to extraordinary; it ’s an entire layer of your event’s story.
What’s the vibe?
When we start planning menus, we’re asking big picture questions:
What’s the purpose of this event?
Is it a high-energy sales kickoff where you want brain fuel that keeps people buzzing, or a leadership retreat where long, lingering dinners build trust?
What’s the brand?
What’s the emotional arc?
A cutting-edge tech company deserves modern, innovative plating and maybe even a cocktail that smokes. A company deeply rooted in local communities might want to source regional ingredients and serve them family-style.
We design menus like we design stage sets
Once we have the story, we move into tastings. And yes, it’s the most delicious part of the job but it’s also strategic.
During tastings, we’re checking:
Portions (no one wants to leave hungry and hit the minibar later)
Service style & pace (will 300 plates get dropped fast enough to keep your run of show intact?)
Dietary inclusivity (because a vegan who feels cared for is a guest who feels seen)
Presentation (food should look as good as your branded signage)
We’ve all been to events where the short ribs are dry, or a single gluten-free plate gets tossed down without ceremony. We aim higher.
Menu as brand experience
Here’s where it gets fun.
Food and beverage is one of the most immediate, sensory ways to tie your theme or brand message together. We’ve designed menus that:
Highlight local ingredients at a Scottsdale leadership retreat (hello prickly pear cocktails)
Feature multi-course “elements” where each course represented earth, air, fire, or water
Include interactive food moments, like live chef stations, build-your-own-plate grazing tables, or liquid nitrogen treats that spark conversations
Food is one of the easiest places to slip in surprise-and-delight.
The invisible logistics that make it all work
Even the best menu on paper flops if it’s not tightly managed. That means working hand-in-hand with catering teams to figure out:
When exactly meals hit tables (built right into our run of show)
How many servers actually keep lines moving
Vendor meals, because we care about our AV techs eating too
When buffets need refreshing so no one’s left with sad scraps
It’s a dance that happens quietly so your guests only feel completely full and satisfied.
Bottom line: your menu is strategy, story, and hospitality all rolled into one
Want to create an event where guests feel energized, appreciated, and totally immersed in your brand? Start with the food. When the menu is aligned with your theme, your goals, and your guests’ real needs, you take your event to new levels of extraordinary.
Need help making it all come to life? You know where to find us.
