International events have evolved beyond being just monumental gatherings in their respective fields—they now serve as premier showcases for an elevated standard of F&B excellence.
To enhance their grand exhibition of visitor delights, organisers now rely heavily on meticulously curated food and drink options to add an essential layer of magic to the overall experience.
With consumer tastes growing increasingly diverse and discerning, the approach to F&B delivery at these major events has undergone a profound transformation. This change has brought forth a growth in sustainable food, heightened quality standards, and a diverse array of cuisines and styles to cater to every palate.
Drawing from our extensive experience in delivering a spectrum of F&B contracts at renowned international events such as the Olympics, World Cup, COP, EXPO, and Formula 1, we reflect on the significant challenges and exciting opportunities encountered in this uniquely dynamic landscape over the years.
TRADITIONAL F&B OFFERINGS AT INTERNATIONAL EVENTS
Traditionally, takeaway fast food and fast-casual dining has been a dominant presence at international events, prioritising simplicity and speed to serve large numbers of attendees. While this has offered convenience, it has sometimes come at the expense of quality.
The familiarity and convenience of fast-casual choices have long been favoured for their efficiency in feeding the masses. Yet, while many still enjoy these options—adding to the timeless appeal of attending major international events—they've often fallen short of meeting the full spectrum of evolving expectations for today's event-goers.
International events have evolved beyond monumental gatherings in their respective fields—they now serve as premier showcases for an elevated standard of F&B excellence.
Just as changing tastes and preferences have influenced dining trends in restaurants, the landscape of F&B at major events has also been forced to change. Organisers now place greater emphasis on quality, health, sustainability, inclusivity, and the creation of rewarding culinary experiences that go beyond the basic.
This shift is not just a response to wider global trends but also ensures that their events remain relevant and appealing to modern audiences.
THE DEMAND FOR IMPROVED F&B AT INTERNATIONAL EVENTS
Today's event attendees are seeking more than just a quick meal—they’re actively pursuing diverse and sustainable food options that resonate with their values. With these gatherings hosting a mix of audiences from all corners of the globe, the importance of catering to a range of dietary preferences and cultural palates can’t be overstated.
Event organisers and F&B specialists like ourselves are now challenged with the task of offering a comprehensive array of choices that appeal to every guest while meeting higher standards for sustainability.
At the core of this shift lies a growing awareness of the impact of food decisions on the environment. Sustainable practices, including the use of locally sourced ingredients, sustainable packaging, and strategies to minimise food waste, are no longer nice-to-have but essential aspects of F&B planning.
This change is also rooted in a sense of responsibility to reduce the considerable ecological footprint of such large-scale events, whether it’s COP, with its inherent duty to consider the climate impact of its operations, or major sporting events like the World Cup.
Event organisers and F&B specialists like ourselves are now challenged with the task of offering a comprehensive array of choices that appeal to every guest, while also meeting higher standards for sustainability.
Providing transparency in sourcing, carbon footprint reduction measures, and concrete sustainability credentials have become crucial steps in securing contracts for major events, whilst feeding into the wider reputation of organisers in proving they're able to uphold sustainability standards for the event as a whole.
Meanwhile, F&B is a major talking point that can now define an event's legacy. Attendees crave more than just the familiar—they want to be surprised, delighted, and educated through their dining choices. As well as seeking comfort in classic menu offerings, guests are drawn to a diverse palette of flavours, visually captivating food presentations and the genuine stories behind the F&B concepts that they encounter.
Read Our Full Case Study for COP28
COP28 – A TURNING POINT FOR SUSTAINABLE F&B DELIVERY
The recent COP28 summit marked a turning point in the world of sustainable F&B delivery at international events. Here, we set a new standard by delivering the event's most sustainable food offerings to date, with menus that were two-thirds plant-based and aligned with the 1.5-degree threshold target.
Our hope is that this sets a new benchmark for future events, challenging other F&B providers to follow suit and innovate in their offerings.
This move showcased that high-quality, diverse F&B offerings can coexist with environmentally conscious practices. We believe our approach at COP28 went beyond just serving food; it was a statement about the power of F&B to drive positive change.
By prioritising plant-based options, we proved that it’s possible to not only reduce the carbon footprint of the event through strategic F&B, but also promote healthier and more sustainable eating habits among attendees on a massive scale.
At COP28, the delivery of plant-based and sustainable menus was met with enthusiasm, dispelling the myth that sustainable food of this standard doesn’t have a place at the world’s biggest and most important events.
HOW WE DELIVER F&B AT MAJOR INTERNATIONAL EVENTS
Delivering F&B at major international events is a project like no other. In this journey, we lean heavily on our 360-degree approach, encompassing specialism in advisory, design, operations, marketing and everything in between to deliver a holistic experience that offers the high standards the industry deserves.
It’s only by drawing on the expertise of a diverse team that we’re able to navigate the ever-evolving landscape of F&B trends and expectations that we encounter as part of these unique events.
As well as working closely with event organisers and major stakeholders on realising their vision, it's incredibly important to develop strong relationships with all our F&B partners and local suppliers, approaching the task collaboratively as a joint challenge, facing obstacles and celebrating achievements together.
Events like COP28 or EXPO 2020 have been amazing opportunities to test new ideas and concepts on a global audience.
One of the things we love the most about overseeing F&B delivery at global gatherings like COP28 or EXPO 2020 is the chance to introduce new or young brands and concepts to a wider audience, serving as a platform for greater exposure to the global market.
These spaces are also amazing opportunities to test new ideas and concepts on a global crowd. For instance, seeing the popularity of the world’s first vegan food truck park and farm-to-table live cooking stations at COP28 was truly rewarding and has greatly informed our understanding of what attendees want—what excites them and what makes people stop and think.
Learn How We Delivered F&B at EXPO2020
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Delivering world-class F&B at major international events is an experience like no other. And as specialists in our field, we’re feel privileged to be in the position to contribute to people’s experiences on such a massive scale through the food and beverage we are able to curate and serve.
As we look to the future, it’s clear that event organisers and F&B providers must continue to adapt, innovate, and collaborate to meet the evolving tastes and expectations of attendees worldwide.
Through strong collaboration, we can continue to pave the way for a more inclusive, sustainable and rewarding experiences for all. And by embracing sustainability, diversity, and innovation, we can achieve outcomes that not only satisfy appetites but also inspire positive change.
