Held in New York City, an event called Flavor & Flow: A Culinary Celebration of Baltimore Club Music blended Baltimore’s innovative food scene with the city’s high-energy music and dance culture. Courtesy of Visit Baltimore

In today’s competitive meetings landscape, food and beverage (F&B) isn’t just a line item — it’s a defining part of the attendee experience. Nowhere is this more evident than in insurance and financial events, where planners are under increasing pressure to deliver F&B that is delicious and inclusive, budget-friendly, sustainable and deeply memorable.

There’s a lot of shifting in the world of event F&B right now. “What we’re seeing across the industry are rising costs and growing attendee expectations around health, experience and sustainability. The key challenge? Making every meal matter without blowing the budget,” says Tracy Stuckrath, CSEP, CMM, CHC, CFPM, founder of thrive! meetings & events.

Cost pressures are real. The cost per attendee is rising due to labor, food and fluctuating tariffs. “That said, planners can still create standout experiences by leaning into family-style service, local and seasonal sourcing, streamlined menus and hybrid formats that balance impact with expense,” Stuckrath says. “When lunches start at $82 [per] person before taxes and gratuities, we need to know our history and work with chefs to design menus that meet the budget (forgo the 10% discount to have the chef design a menu) [and] are safe, sustainable and inclusive. Cut a protein from the menu, and manage your registration numbers tightly.”

Sourcing local, reducing portions and partnering for food donations or composting are not only sustainable practices, but they’re also smart budget strategies, Stuckrath adds.

Planners say cost has been an issue for quite some time. “Increased costs aren’t just starting to be an issue. They’ve been a significant challenge for over a year now,” says Andrea Milrad Heilweil, vice president of sales and marketing at The Hutton Group – Inspired Meetings & Events. “I track historical data on pickup specs and F&B spend for every meeting, but those benchmarks have become nearly irrelevant due to how drastically prices have increased. Costs are escalating across the board.”

To help clients stay on track, The Hutton Group encourages custom menus. “This allows chefs to make thoughtful recommendations based on seasonal ingredients and more affordable and readily available items. While this approach can offer some flexibility, most hotels are limiting discounts, typically capping them at 10%, and in many cases, not offering any discounts at all,” Milrad Heilweil says. “One of the most notable changes is that many properties now include contract clauses stating that final F&B pricing won’t be available until six months before the event. I’ve even seen proposals attempting to push that window to just three months out, which creates added uncertainty during the planning process.”

Menu planning takes a great deal of thought. “Local. Healthy. Interesting. Good menu planning requires keeping everyone in mind,” says Bonni Scepkowski, CEO of Stellar Meetings & Events. “That means [putting] dietary restrictions and preferences front of mind. It also means serving a variety of foods that appeal to everyone. I think in terms of something healthy, something decadent, something local, something clean. That usually will cover everyone.”

Why Food Matters More Than Ever

Recent research shows that F&B offerings are among the most-talked-about aspects of events, often remembered long after the breakout sessions end. In a business where relationship-building is key, shared meals and thoughtful dining experiences can shape connections, influence mood and communicate brand values. Research highlights that F&B offerings do more than provide sustenance; they shape the overall event experience and are often what attendees remember most.

However, with rising costs and global economic uncertainty, including the potential impact of tariffs, meeting professionals must strike a careful balance between creativity and cost control.

“The most important move is to ensure that the menus given to you during negotiations reflect the prices that you’ll see on your BEOs. This can be a simple line item on your contract,” Scepkowski says. “With the current state of the economy, we know we will see upticks in pricing. We need to protect our clients from extreme price hikes while respecting the venue’s increased costs. My hope is that hotels will begin to step back from excessive markups, like coffee, and that planners will understand that prices are going to increase. I suggest that if you’re contracting more than a year out, contractually limit that F&B increases to 10% of the original menu.”

Smaller Portions, Bigger Impact

As sustainability remains top of mind, right-sized portions are one of the most practical and appreciated trends in F&B planning. Serving food in mini-mason jars or small bowls reduces waste and allows guests to control how much they consume. If they’re still hungry, seconds are available. This approach also encourages sampling, which can be especially fun at receptions or themed food stations.

The Rise of the Mindful
Nonalcoholic Cocktail

With Americans drinking less alcohol, events must offer plenty of nonalcoholic beverage options. Today, simply providing canned soda will no longer suffice, which is why inventive nonalcoholic drinks are a welcome addition to any function.

“People who don’t want to drink avoid it for a myriad of reasons: health, alcoholism, pregnancy or just not being interested in drinking at work events,” Scepkowski says. “There needs to be a way for people to enjoy a beverage without drawing attention, and without having to navigate questions. Having creative and delicious drinks sans alcohol makes it easier for everyone to feel more included and comfortable. People are tired of having only soda, juice or water options. Why not make it tasty and pretty?”

Wellness, Inclusivity and
the Introvert Factor

Serving healthy food at events is no longer just a trend; it’s a strategic decision that can significantly enhance the attendee experience and the overall success of any gathering.

Healthy and diverse catering options not only meet the growing demand for nutritious choices but also support the well-being and productivity of participants. When attendees are offered wholesome foods such as fruits, vegetables, whole grains and lean proteins, they are more likely to stay energized and engaged throughout the event, avoiding the dreaded mid-afternoon slump that often follows heavy, high-sugar meals.

The benefits of healthy catering go beyond individual wellness. Nutritious menus can foster a sense of inclusivity, accommodating a wide range of dietary preferences and restrictions, from vegetarian and vegan to gluten-free and low-carb diets. This ensures that all guests feel considered and valued, enhancing satisfaction and participation. Moreover, offering various healthy options reflects a commitment to social responsibility and modern values, aligning your event with the priorities of today’s health-conscious and diverse audiences.

Varied, bold flavors are paired with wellness priorities — gluten-free, allergen-friendly, plant-forward and functional ingredients are not optional anymore; they’re expected.

“With the passing of [Disney influencer] Dominique Brown in December at an event due to a food allergic reaction [and sportscaster] Mike Tirico having an allergic reaction on-air, labeling food and transparency is key for the health-conscious, safe and inclusive menu,” Stuckrath says. “Menus need to be as inclusive as possible when they are looking at it, so your attendees do not have to leave the event to eat and miss out on the event they are there to attend,” she adds.

In 2025, wellness and inclusion are as integral to the F&B experience as taste. Planners recognize that not everyone is comfortable eating in crowded rooms or networking over messy meals.

Eating while talking to someone you just met or a leader in your organization can be awkward and uncomfortable, especially for introverts. In response, offer grab-and-go meals for those who need a moment to themselves.

For attendees who don’t mind eating with others but still want to know what is being served, send menus several days before the conference. That way, they can decide what they want to eat before the event or make other plans for meal times. In fact, when asked what would make them feel more comfortable at in-person events, respondents said that receiving event menus in advance (60%) and having options for people with allergies (52%) would help reduce dining anxieties.

To address these and other issues, Hilton has introduced a multifaceted guide it calls the “World’s Most Welcoming Events Playbook,” which is paired with a special section of the company’s 2025 Trends Report — The Meetings Maximizer: The Next Generation of Meetings & Events.

“Recognizing that many eventgoers cite food and beverage as a top source of stress, Hilton is reimagining this important aspect of the attendee experience at meetings and events,” says Kelly Knowlen, vice president, sales engagement and special events for Hilton. “Through a host of resources such as our ‘World’s Most Welcoming Events’ Playbook and refreshed EventReady Playbook, we are empowering meeting and event planners with seamless, thoughtful solutions to create a welcoming and comfortable experience for attendees — from curated menus with bite-sized, no-fuss foods to setups designed to keep conversation flowing.”

It’s all part of the legendary hotel chain’s dedicated approach to service excellence.

“At Hilton, we strive to meet the evolving needs of both event planners and attendees to provide a truly innovative event experience,” says Chris Silcock, the company’s president of global brands and commercial services. “‘World’s Most Welcoming Events’ is intended to set a new standard of hospitality by supporting our customers with the right insights and tools to encourage meaningful moments of connection.”

Hilton has also recognized a need for cleaner, more convenient catering options for meetings and events, specifically focusing on foods that don’t drip, spill or create a mess. Their 2025 event trends highlight a deliberate move away from messy menu items, such as soups or foods with poppy seeds and crumbs, favoring selections that are easy to eat, don’t require cutting and won’t get stuck in teeth or hair.

There is also an emphasis on finger foods, skewers and wrapped items that are easy to eat while mingling or networking. In addition, Hilton offers sustainable plates with cut-outs for wine glasses, making it easier to hold both food and drink at networking events. Such features are being incorporated at individual properties, including the 250-room Hilton Richmond Downtown, which stands in the space that was once home to the historic Miller & Rhoads department store. The hotel includes a popular lobby bar and lounge, Gather & Hem, and a hybrid meeting space called Ensemble.

Food as an Experience

Experience-driven dining is a trend, Stuckrath says. “Guests want more than a meal — they want a moment. Immersive, sensory-driven dining (like chef stations, “newstalgia” comfort foods and locally inspired storytelling) are redefining what impressive looks like,” she adds.

The FICP Annual Conference, held at the JW Marriott Marco Island in Florida, used the hotel’s restaurants to create the culinary stations, and that was a function that got it right, as it was all about activation, Stuckrath says.

Food can also serve as a storytelling tool. Angela DiPasquale, production manager at Eventique, says that savvy planners use F&B to reflect values, culture and experience.

“Food can add to the experience versus just tasting good,” DiPasquale says. “Budgets are tight, so we’re seeing shorter receptions with consumption-based bars and a shift toward lighter bites instead of full meals.”

She also says that health is a consistent priority, adding: “Some venues are going fully vegan or organic, while others simply offer a broader array of healthy choices.”

Baltimore Pairs Music and Food

In framing the concept of F&B as an immersive cultural experience, Visit Baltimore took things to a new level with an event called Flavor & Flow: A Culinary Celebration of Baltimore Club Music. Held at Lightbox in New York City, the exclusive dinner showcased Baltimore’s creative DNA by blending the city’s innovative food scene with its high-energy music and dance culture.

Attendees were treated to a dynamic, multisensory evening with a menu curated by Food Network “Chopped” grand champion chef David Thomas and chef Tonya Thomas of H3irloom Food Group. Each course presented at the seated dinner was inspired by, and paired with, a Baltimore club track provided by acclaimed Baltimore club producer DJ Mighty Mark, who set the tone with his high-energy beats. The music added a rhythmic narrative, celebrating Black culinary traditions and the city’s musical legacy, while the menu was rooted in Baltimore’s rich cultural heritage. At the same time, TSU Terry, a viral choreographer and leader in Baltimore’s dance movement, delivered a live performance that brought the city’s dance legacy to life.

Events such as these clearly demonstrate how savvy planners are finding new ways to creatively integrate F&B to design highly enjoyable and totally unforgettable experiences for attendees.   I&FMM