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For an event planner tasked with feeding hundreds, or often thousands, of attendees, the food-and-beverage plan becomes much more than just a menu and a schedule of meals — and it must take precedence as an integral part of the overall attendee experience.

The success of such events generally depends on the planner’s ability to get creative while balancing logistics, budgeting and the need for dietary inclusivity. It’s also essential to establish a seamless partnership with chefs, service staff, vendors, venue representatives and anyone else involved in the process.

When large-scale F&B is involved, every detail counts. The first step is to establish a deep understanding of your attendees’ needs and your venue’s capabilities, as well as what did and did not work at past events, according to Reggie Driscoll, senior meeting professional with the State Bar of Wisconsin and past president of the Wisconsin Chapter of Meeting Professionals International (MPI).

“For a group this size [500 to 1,000], there are many considerations,” he says. “Know your audience. Be sure to include a space on the registration for dietary restrictions or religious preferences. Know your event. Do you have [information from past events] to compare? Are there previous invoices you can look at for amounts and budget? What type of meal are you looking for? Working lunch, networking reception, fresh and natural breakfast? Before sending in your final guarantee [to the venue], you’ll also want to confirm that the facility automatically prepares a certain percentage over your final guarantee.”

Paul Ruby, CMP, is director of conference services and events at The Lodge at Gulf State Park in Gulf Shores, AL. Having learned from his experience as a meeting planner and also working on the venue side, he stresses the importance of proper planning done well in advance. He adds that when organizing F&B for large-scale events, planners must be aware of logistical challenges associated with issues such as navigating room-turn times, preparing for both front- and back-of-house teams, securing the right staff and maintaining clear communication between the client and events team.

“[For a venue manager] getting a group history from the planner is the starting point,” Ruby says, adding that it is also important to understand the makeup of the group and to work closely with the chef well beforehand to ensure the availability of any specialty items. “This includes making sure all front-of-house staff understands the importance of dietary restrictions and know all the ingredients of the menus offered.”

One of the biggest logistical challenges for planners is accommodating dietary restrictions accurately and efficiently. Courtesy of American College of Obstetricians and Gynecologists

Dietary Diversity

Accommodating dietary restrictions and preferences is now one of the biggest concerns associated with planning F&B for events of any size. By meeting your attendees’ needs, you not only protect them, but you also foster feelings of inclusion and care, as those with allergies or special diets might feel isolated or disrespected if their requirements are overlooked. Planners who take a proactive approach can improve the attendee experience while also safeguarding the event from liability concerns.

“One of our biggest logistical challenges is accommodating dietary restrictions accurately and efficiently. For receptions, this can be more manageable since food can be labeled clearly at stations or buffets,” says Rosey Romano, MTA, CMP, senior director of meetings and exhibits for the American College of Obstetricians and Gynecologists (ACOG). “However, for plated or sit-down meals — especially without assigned seating — it becomes more complex. The key is ensuring that individuals with dietary needs are properly identified and that communication with banquet staff is clear.”

“One strategy I’ve used successfully is placing colored stickers on attendee badges to denote specific dietary requirements,” Romano says. “We also provide the banquet team with a detailed list so they can serve those meals discreetly and correctly. Receptions offer more flexibility, as they allow for multiple food stations with clearly labeled ingredients. I focus on offering inclusive options — such as vegetarian, vegan and gluten-free items — as part of the core menu rather than as afterthoughts.”

Driscoll recommends asking attendees about food allergies and restrictions during registration. “For a buffet, make sure every food item is labeled and noted for common food allergies like gluten, fish/shellfish, nuts, etc.,” he says. “It can help if the main entrée(s) are gluten-free.”

“Sometimes other allergies are easier to spot for the attendees,” Driscoll adds. “Having a list of the restrictions with the attendee’s name on them will help. You can print off a slip with the name and the restriction. That person can place the slip on the table or hand it to the server when they arrive.”

Now on the Menu: Value, Variety and Versatility

With the growing popularity of events that incorporate buffets or different food stations disappearing — which offer better opportunities for attendees to network with each other — the days of sit-down meals appear to be numbered.

“I’ve seen a lot of sturdy appetizer events or food stations replacing sit-down meals,” Driscoll says. “Instead of a lunch at a convention, you could advertise a networking opportunity, then have different stations set up around the room to encourage more of a flow and networking opportunity. Receptions can be food stations around the room for people to mingle. This will also allow them to decide how long they want to stay, rather than have a three-hour full sit-down dinner. People can choose from a variety of food options rather than one entrée for the entire group. They can also decide how much or how little they want to eat.”

While offering options, stations and buffets also reduce the need to single out individuals with dietary needs, Romano says. “When planning for a large and diverse audience, I always start by reviewing attendee demographics and any submitted dietary restrictions,” she adds. “Receptions offer more flexibility, as they allow for multiple food stations with clearly labeled ingredients. For example, a “build your own” salad bar or a grilled vegetable station can cater to a wide range of dietary needs without drawing unnecessary attention to anyone’s restrictions. Clear labeling is essential so guests can make informed choices confidently.”

Ruby says that planners are often looking for more customized options, cross-utilizing different items from other menus to enhance their offerings. “We are seeing planners wanting to offer more options than the standard two or three proteins,” he says. “We are also seeing more focus on vegetarian and healthy options being incorporated into the entire menu, not just for a certain few.”

Additionally, there’s growing interest in locally sourced ingredients. Attendees appreciate variety and authenticity in the food they eat, and by providing both, you can turn a standard meal into a memorable talking point. This was illustrated by a MeetingsNet case study, which detailed how one Fortune 500 company used a “local-first” catering strategy for their 3,000-attendee leadership summit, which cut costs by 12% and raised post-event meal satisfaction scores by 20%.

“Source local [and] communicate the story behind your [nearby] farm or supplier,” Ruby says. “No matter the size of the group, make it personal. Utilize great signage that helps tell the story. This message can also be shared by the clients when advertising the conference in advance to their attendees.”

Creative Ways to Do More With Less

For planners who find it challenging to stay within budget while accommodating various dietary needs for a large number of attendees, it can help to talk directly to the kitchen staff.

“The chef can let you know if there are ‘off-menu’ items that can be made more budget-friendly,” Driscoll says. “For example, if the price of a buffet is out of your budget, could you reduce some of the sides, salads or desserts?”

Driscoll also recommends against serving post-meal sweets at lunch, instead offering them during an afternoon session. “This will combine the price of a dessert in the lunch and a break in the next session,” he says. “You’ll pay for one catering event instead of two.”

“[In regard to] giving the guarantees if you are on a tight budget, will you have staff onsite?” Driscoll asks. “If so, you can reduce your final guarantee by working with the automatic overage from the facility and using your number of staff as a buffer. It’s better to have staff get a meal somewhere else than [to] run out of food for the attendees. Make sure staff wait until at least 75% of the attendees are served. You could even offer a lower-priced staff meal in a separate room if necessary.”

Strategic planning can also involve reevaluating portion sizes, reconsidering food service timing and integrating breaks to spread out costs. To help stretch a tight budget without compromising quality, you might offer two courses instead of three, or substitute plated desserts with a “build your own” station later in the day.

“The reality is [that] prices are not going down, so it is much more difficult from a chef’s perspective to make additional enhancements for a budget price,” Ruby says. “Having flexibility and strong communication with the culinary team well in advance allows the team to be able to source more locally produced items.”

Romano stresses the importance of using attendance data to manage food costs. “Start by understanding that attendance doesn’t always match registration numbers, especially for receptions,” she says. “Don’t guarantee for the full number of registrants. Instead, use historical attendance data to guide your F&B counts.”

Learning From Past Events

Attendee input is obviously an invaluable tool to help planners prepare for — and improve on — future gatherings. Therefore, Driscoll says, you should always ask about the meals and catering in your post-event questionnaire because “people remember what they were served.” He uses a spreadsheet to itemize and evaluate every catering event he plans for the State Bar of Wisconsin.

“I don’t use event management software,” Driscoll adds. “For each program we produce, we have a catering spreadsheet that itemizes every catering event. The first set (quantity/cost/total) is what we budget and order from the facility. We fill in the second set for each item when we get this invoice. This gives us a direct comparison of what was expected and what was delivered. The next time this program is produced, we move the actual/invoice column information over to the budgeted columns and start from there. We can add or reduce items based on our notes from being onsite at the event. After a couple of years, you will see trends and … where you might add or reduce where necessary.”

While the importance of data analysis is clear, Ruby also emphasizes the value of maintaining business connections and paying attention to market developments.

“Tracking the market trends and staying in tune with your purveyors constantly allows you to understand the market and make changes as needed with your clients,” he says. “Building strong relationships with your vendors is key.”

Elite planners keep this concept of connection at the heart of every event they orchestrate, particularly when large-scale F&B is involved. Because it’s about more than just feeding people. It’s about curating a memorable experience that will surprise and delight attendees. You must account for everything from food presentation to staff demeanor to speed of service, as even the most delicious meal can fall flat if it’s served late or presented poorly. F&B is often one of the most discussed elements of an event, but when it’s done right, it can help attendees foster rare connections and leave them with memories to talk about long after the plates have been cleared.

From menu design to service execution, every detail reflects a planner’s commitment to attendee satisfaction, and with thoughtful preparation, consistent communication and creative strategy, you can transform F&B from a mere budget line item into the standout moment of your entire event. However, as the saying goes: It takes a village.

Says Ruby: “Never be afraid to ask for help. Do your homework.” | AC&F |