CHAPTER 10 CHAPTER 10

Food and Drink 101

Copyright © 2016 THE EVENT U

Copyright © 2016 THE EVENT U
Photo by Kris Kesiak Photography - Creative Commons Attribution-NonCommercial License http://www.flickr.com/photos/36928267@N06 Created with Haiku Deck
 CHAPTER 10

Menu Planning
What do you serve?
When you start the menu planning process, there are 5
major things to consider:

1. The role of food in

your event
2. The budget for
your event
3. The venue you
have selected for
your event
4. Your audience
5. Timing

Copyright © 2016 THE EVENT U

 CHAPTER 10

The role of food at your

event
When you are analyzing your initial food
requirements, you really need to understand how
important your food is in your overall event. This
goes back to the goal. If it is a simple open
house, informal presentation, or event of minimal
significance, food probably will not play that
important of a role in the event. Light
refreshments would be fine.
On the other hand, if the event is an awards gala,
a customer appreciation event, or a high-profile
event, food is going to play a much more
significant role.

Copyright © 2016 THE EVENT U

 CHAPTER 10

For any of these types of events, it is much more likely it

will be a sit-down multi-course plated meal.
These types of events are usually have 3 to 5 courses and are
on the upper end of the food budgets.

Here again, it goes back to the

overall GOAL of the event.
Each approach requires a totally
different mindset and plan of
action based on whether food
plays a major or minor role in
your event.

Copyright © 2016 THE EVENT U

 CHAPTER 10

Your Budget
• Before you can start the menu planning
process, you must have a budget or at least a
budget range to work with.
• This is where the old saying, “We have
champagne taste with a beer budget” comes
into play.
• You cannot expect to get caviar when you
have a burger budget.
• If you haven’t determined what your end of
the budget range is, you will find out very
quickly after your first meeting with your
catering manager.

Copyright © 2016 THE EVENT U

 CHAPTER 10

Food budgets at resorts will absolutely blow

you away if you are not familiar with resort
pricing.
• It is highly recommended you look at food and beverage costs at a resort prior to
contracting so you are not left with a dry snacks budget.
• In most instances, off-premise caterers will be much less expensive than hotel
caterers. Unfortunately, you will never use an off-premise caterer at a hotel as this is
a major source of hotel revenue.

Copyright © 2016 THE EVENT U

 CHAPTER 10

Your Venue
• You can serve food just about
anywhere. Your major venue
consideration is whether
catering is available in-house
or whether you need to hire an
outside caterer. Remember
what I said in the budget
section.
• Hotels, convention centers,
country clubs, and restaurants
have their own on-site catering
facilities, which, in most cases,
you have to use.

Copyright © 2016 THE EVENT U

 CHAPTER 10

• However, if you choose to select a venue such as a yacht, museum, art

gallery, historic building, airplane hangar, or celebrity mansion, you most
likely will have to bring your own caterer.
• If you want to take on the challenge of using a funky or not-so-typical
venue, definitely consider the feasibility of serving food before you decide
on the venue.
Copyright © 2016 THE EVENT U
 CHAPTER 10

• When making your final decision on whether selecting a

venue that has an on-site catering facility, you typically do
not have to pay for rental items such as tables, chairs,
dinnerware, glasses, etc.
• If the event is an upscale event, you will most likely have to pay rental costs for china,
dinnerware, wine glasses, etc., when using an off-site caterer.
• If it’s a casual/informal event, the off-site caterer may have adequate dinner/flatware
service where you do not have to incur those costs. Remember to always ask before
signing the contract.

Copyright © 2016 THE EVENT U

 CHAPTER 10

Know Your Audience

• When it comes to feeding people, keep in mind that not everyone likes the same
type of food.
• Not only is variety key, but so is having a profile of your attendees. Knowing the
likes, dislikes, allergies, and dietary restrictions of your audience helps avoid
embarrassing and stressful situations.
• Serving quiche to a bunch of athletic carnivores or serving brisket to a group of
vegans will not make you the most popular. Knowing your group’s dining
particulars can help in the menu planning process.

Copyright © 2016 THE EVENT U

 CHAPTER 10

It would be to an event planner’s credit to

accommodate individuals as well as the majority
trends.
• If the caterer knows in advance (when the order is placed) that the wait staff is
serving 91 chicken marsalas, 3 vegetable lasagnas, 2 kosher dinners, 2 diabetic
dinners, and 2 lactose intolerant meals for a total of 100, then everybody is
happy, and the planner gets no heat.
• You will also get no credit as that is what is expected to happen.
• An easy way to get this information is to have your attendees fill out a special
dietary needs form prior to or at registration for the event.
• It is important to include any food allergies. Also, you may want to add a
disclaimer that you’ll try and meet their preferences but cannot guarantee it.

Copyright © 2016 THE EVENT U

 CHAPTER 10

Timing
• When you start the menu planning process,
you always want to consider the timing of the
event.
• This determines how heavy your food service
is going to be. If you have an event from 11am
to 1pm, then you better have a real lunch, not
just crudité, cheese, and crackers.
• If your event is from 6pm to 10pm, then you
better plan on having enough food for a real
dinner. This mistake made all the time; people
have an event during mealtime and only serve
light snacks and hors d’oeuvres.

Copyright © 2016 THE EVENT U

 CHAPTER 10

It is my recommendation that if your budget

does not allow for an entire meal, move it to
an off meal time like 9am-11am or 2-5pm.

If the event is in the evening, then

make the start time later such as
8:30pm or 9pm.
Always let your audience know what
the food service is going to be so
that they can make plans
accordingly.

Copyright © 2016 THE EVENT U

 CHAPTER
SECTION 610

EXPECTATIONS
Guests have certain
expectations for foods served at
venues.

THE OFFICIAL CORPORATE

CopyrightEVENT
© 2016PLANNING
THE EVENTGUIDE
U © THE EVENT U
 CHAPTER 10

Portion and Control:

• Guest want to be able to control portion size when it comes to
toppings and sauces and other high-calorie extras.
But…
• Don’t leave your guests feeling under-fed. If too little food is served
or it is served too early, guests will be unhappy.

Copyright © 2016 THE EVENT U

 CHAPTER 10

Balanced Approach:
§ People have come to expect events to serve fresh,
high-quality ingredients. More guests look for
organic and eco-friendly food production.
§ Despite wanting portion control and healthy foods,
guests still want to feel indulged. Try to serve
foods that strike the right balance between healthy
and extraordinary.

Copyright © 2016 THE EVENT U

 CHAPTER 10

Dazzle and Delight:

§ Dessert, everyone loves it, and everyone expects it to make
a statement. Dessert is your final chance to impress guests
with your event’s food service.
§ Event meals can be more adventurous than regular fare.
Trying something new or unique adds to the overall
sensory experience of the event.

Copyright © 2016 THE EVENT U

 CHAPTER 10

MENU PLANNING
How Will We Serve
• Butler Passed: Uniform food service staff. Bite-sized platters. Upscale
Presentation. Not the most effective for large gatherings as you’ll need
lots of service staff.
• Buffet food stations: Use food service staff to serve the food (or at least
proteins). Professional appearance and better portion control.
• Smaller food stations allow for action stations. Chef-attended station
where food is cooked or cut in front of the guest.
• Semi-do-it-yourself stations (i.e. taco or nacho bar, baked potato pile-on,
sundae station).

Copyright © 2016 THE EVENT U

 CHAPTER 10

Plated or Served Meal

• More formal and requires well trained and plentiful staff for proper execution.
• Allows for synchronization with speakers and presentations.
• Can be more cost effective as plate count and portions are controlled; lends
well to hotel environments.
Styles of plated service
• English: Server presents a proportioned plate in front of each guest.
• French: Server presents platters of food and serves the guest from the platter.
• Butler service: This is usually used at receptions; servers offer a variety of both
hot and cold hors d’oeuvres on platters to guests.
• Or you can use all three for an effective and successful food presentation.

Copyright © 2016 THE EVENT U

 CHAPTER 10

Guarantees
• The amount of food you guarantee to
your caterer should be discussed 4-14
days before your event. You can
usually increase your guarantee but
you CANNOT decrease your
guarantee as the caterer has already
acquired the food. Most caterers
provide a 5% overset for a few extra
guests.

What Do You Serve?

• Based on the timing of your event:
Meal or off-meal period
• The Goal, Venue or Location: Indoor
vs. Outdoor

Copyright © 2016 THE EVENT U

 CHAPTER 10

Know Your Guests

• This determines most, if not all, of your F
& B choices.
• Dietary needs, alcohol vs mocktails, guest
counts.
• Most importantly – what is in it for them?

Know Your Budget

• This determines what you can serve to your
guests while staying compatible with the
event atmosphere.

Copyright © 2016 THE EVENT U

 CHAPTER 10

Know Your Event

• Be aware of the event schedule and the best time for F & B sessions.
• Be aware of the event goal and keep your F & B session in line with those
goals.

Know Your Location and Venue

• This determines your best choice for caterer and food service as well as
overcoming any obstacles that must be adapted to.

Know Your Caterer

• Get all terms in writing.
• Good references – deal with past issues on interview.
• Tour facilities and take pictures.

Copyright © 2016 THE EVENT U

 CHAPTER 10

Rules for Hiring the Caterer

Set Up A Tasting
• Confirm portions as if you were being served at the event.
• Portion control is directly related to your budget! Get portion sizes in
writing.
• Confirm presentation is what your guests will see.

ON-SITE vs. OFF-SITE

• The type of caterer will depend on your budget, location, venue, and
type of event.
• When off-site, visit their facility and see where they are preparing your
food. A clean kitchen is a good kitchen.

Copyright © 2016 THE EVENT U

 CHAPTER 10

Discuss Staffing
Get it in writing!
• How many staff will be provided?
• Bartenders, servers per table, staff working buffet, clearing tables, and
tray jacks.
• Take pictures of the plates you taste. This will help you recall portions
and presentations of what you tasted.
• Research online or talk to other people who have hired your potential
caterer.
• Research is they were dependable on site. Was the hot food hot and the
cold food cold?
• How were the flavor profiles and portions?
• If there were issues from a previous event, you can bring it up during
your interview or proposal stage.

Copyright © 2016 THE EVENT U

 CHAPTER 10

BEVERAGES

Important
• Get a drink in the guest’s
hand as soon as they arrive.
Whether water or wine, it
immediately relaxes the
Copyright © 2016 THE EVENT U
person.
 CHAPTER 10

Purchasing
Three types: Per Person,
Consumption, Cash Bar
Per person
• Set price per person per hour
negotiated between you and caterer
or venue.
Consumption
• Based on cost of each drink
consumed by your attendees.
Requires diligent examination of
used bottles at conclusion of event
for proper verification.

Cash Bar
• Your guests will pay cash for their drinks. You can negotiate what those prices
will be, so don’t be afraid to try.
Copyright © 2016 THE EVENT U
 CHAPTER 10

Types of Bar
• Beer and Wine
• Open Bar
• House – Least expensive liquor
(gin, scotch, vodka, rum,
bourbon)
• Call – Middle of the road brands
(Bacardi, Jim Beam, Absolute,
Canadian Club)
• Premium – Higher-end brands
(Ketel One, Jack Daniels, Crown
Royal, Dewars, Tanqueray)

Copyright © 2016 THE EVENT U

 CHAPTER 10

Know Your Audience

• Make sure you know your group before selecting a type of bar package.
A group of well-travelled executive management may not appreciate
being served house brands of liquor. A group of entry-level not so well-
travelled attendees may be perfectly fine with house brands.
• If the budget does not allow a full open bar, then provide an upgraded
beer and wine package.

Important
• Deal with over-served guests promptly.
• Intoxicated guests must be dealt with in a safe and appropriate manner.

Copyright © 2016 THE EVENT U

 CHAPTER 10

Your food and beverages decision for an event will

be determined by the answers to the following
questions:

1. What do you serve?

2. How do you serve it?
3. How much do you serve?

Copyright © 2016 THE EVENT U

 CHAPTER 10

• Food and beverage factors to consider include the event’s goals, budget,
guests, venue, timing, and guest expectations.
• To add interest to your event, use more than one service method.
• Beverages should complement the food and match the event’s vibe and
purpose.
Copyright © 2016 THE EVENT U