Creating a Standout Food and Beverage Experience

By Zach Povey
Senior Account Manager, Searcys Central Events Sales

Working with “accidental event planners”, those who step into the role alongside their day job, means I see firsthand what separates a good event from a great one, especially when it comes to food and beverage (F&B). And more often than not, the difference lies in intention.

Start With Purpose, Not Plates
Before menus, mood boards or canapé counts, take a moment to define the purpose of your event and who you’re hosting. Share this context with your venue’s events team, it gives the catering team the insight they need to deliver not just food, but an experience.

Great F&B should elevate the energy in the room, reinforce the message you’re trying to communicate, and encourage guests to interact. It’s far more than filling a schedule slot.

Create Moments People Talk About
Once your purpose is clear, collaborate with the venue’s chefs to shape menus that feel memorable, colourful and relevant. Consider how dishes look as much as how they taste as presentation sparks conversation, and conversation creates atmosphere.

One of my favourite recent examples is a large “dessert table” we designed as a centrepiece for a networking event. Hundreds of bite-sized, jewel-coloured desserts became an instant talking point. Guests gathered around it, photographed it, and shared it. It transformed a functional element into an experience.

Let the Details Do the Talking
Small touches consistently make the biggest impact. At Searcys, we often weave a client’s brand subtly through their event, logos on ice cubes, menus tailored to tone of voice, signage and screen content aligned with the company identity.

These details aren’t decoration; they create coherence. They make the event feel considered.

Keep Communication Clear and Constant
Smooth communication with your catering and events team is essential. Share a full timeline and brief around a week before your event, then again one to two days in advance as a reminder.

On the day, arrive early. Meet the front-of-house team and walk through catering timings together. Those few minutes of alignment can prevent hours of stress later.

And When Things Go Off Script…
Even the most polished plans can wobble, but great venue teams are experts at keeping everything on track. Stay calm, be solutions-focused, and trust the professionals around you. After the event, take a moment to reflect on what worked and what could be improved. Each event informs the next.

Quick Tips for Seamless Event Catering

• Be clear on purpose and people
  Consider cultural needs, dietary requirements and what experience will resonate with your guests.
• Start early
  Allow 6–8 weeks to collect allergens, confirm dietary notes and brief the catering team.
• Choose colourful plates
  Ask chefs about presentation as well as flavour, visual impact matters.
• Think sustainably
  Opt for local produce, plant-forward menus and ethical brands where possible.
• Focus on the details
  Branded ice cubes? Signature cocktails renamed to suit your theme? These touches count.
• Arrive early on the day
  Meet the front-of-house team and run through timings.
• Stay flexible and gather feedback
  Adapt when needed, and always review what can be improved next time.

We know many professionals find themselves planning events even when it’s not formally part of their role. Their insight is real, practical and often the most valuable in the room, which is why we’re proud to be working with IET London: Savoy Place and PA Life Magazine and our industry partners on the new Event Planner 101 toolkit.

To make sure this resource genuinely reflects the realities of event planning, IET is gathering perspectives from anyone who has ever organised an event as part of a wider role, whether occasionally, informally, or simply because someone needed to make it happen.

If that sounds like you, we’d be incredibly grateful if you could take a moment to complete this short, anonymous survey. Your feedback will help shape clearer, more practical guidance for emerging planners across the sector.

There’s also a chance to enter a prize draw for £150 in John Lewis vouchers, courtesy of PA Life.