Why the choice of catering can make or break your event

Choosing a caterer doesn't start with the menu. It starts with the question: How do you want your guests to feel when they leave the event?

At a kick-off event, the answer is often: energy, connection, and a fresh start for the new year. That calls for catering that sets the mood. No formal dining at tables, but a standing, informal gathering where people mingle and chat. A cocktail reception or festival-style setup works better here than a seated three-course dinner.

When it comes to a client event for your top customers, the answer is different: exclusivity, attention, and appreciation. What works best here is a carefully prepared dinner served at set tables, with personal attention, local ingredients, or a chef at the table. That sends the message: you’re worth it.

At a conference, catering is functional, but no less important. The lunch break is the day’s prime networking opportunity. If the catering staff rush people through the line and then leave them standing in the hallway with their plates, you lose that connection. A smart lunch setup fosters small groups, conversations, and energy for the afternoon.

So the question is: what feeling do you want to enhance? Write that down before you call a caterer. It’s the first thing you should include in the briefing.

Your target audience influences your choice of catering just as much as your budget. Here are two examples that illustrate this point.

Employees in the wake of a major reorganization. They’re tired, they deserve recognition, and they want to unwind. Formal catering would be counterproductive here. Comfort food, a casual setting—something that feels like home. That’s the right choice.

International business partners at a product launch. They’ll be comparing you to the competition. The catering is part of your brand. Here, you’ll work with a culinary concept that aligns with your product positioning. Is it a sustainable product? Then opt for local, seasonal catering. Is it a premium product? Then go for a signature menu from a renowned chef.

Don’t forget about special dietary needs. In a group of 200 employees, you’ll likely have 30 to 40 people with specific dietary requirements: vegetarian, vegan, gluten-free, kosher, or halal. How do you handle this? Make sure the caterer can handle these requests professionally, without requiring people to identify themselves or be treated differently. That’s a matter of inclusion.

And keep the age mix in mind. A team made up mostly of people in their twenties will choose different catering options than a board meeting of people in their fifties. This isn’t stereotyping, but relevant context for your caterer. Be sure to share that information.

One of the biggest mistakes made at events is treating catering as separate from the program. There’s the program, and there’s the catering—but they don’t work together. The result: catering interrupts the program instead of enhancing it.

Think of catering as a program component with its own objective. The walk-in reception serves a purpose: making initial connections, setting the tone, and putting people at ease. The break serves a purpose: recharging, and networking. The dinner serves a purpose: deepening connections, showing appreciation, and wrapping things up.

Every moment calls for a different approach. During a walk-in event, you want people to move around and talk, not sit at a table with a plate of food. Small bites, a standing layout, and multiple stations. During a conference lunch break, you don’t want people standing in line or rushing outside. Multiple serving stations, healthy options, and comfortable seating areas.

Timing is also crucial. When do you serve the desserts? Where are the drinks positioned in relation to the seats? If people have to get up for a drink during a plenary session, you’ll lose the audience’s attention. If the coffee isn’t ready until ten minutes after the break starts, you’ll lose valuable networking time.

Tip: When meeting with your caterer, discuss not only the menu but also the flow of the evening. Ask them to actively contribute ideas regarding timing and the layout.

A good caterer is more than just someone who delivers food. The best caterers actively contribute ideas regarding the concept, the overall experience, and logistics. But only if you give them the right information.

An effective catering briefing should include at least the following:

• The type of event and its objective. Kickoff, gala, conference, client appreciation day? How do you want guests to feel at the end?
• The target audience. Who are they? Age group, industry, specific needs?
• The program schedule. When are the catering breaks? How long does each break last?
• The format. Seated, standing, walking, buffet, or table service?
• The location and logistics. Is there a kitchen? Are there loading and unloading facilities? Will the food be served hot or cold?
• The per-person budget. Be honest about this. A good caterer will tailor the menu to the budget, not the other way around.

What not to include in the briefing: a complete menu that you’ve already put together yourself. You’re hiring a caterer for their expertise. Give them the guidelines and let them surprise you. Then decide whether it aligns with your briefing.

Always ask for a tasting or a reference. Catering is a service you can’t truly appreciate until you’ve tried it.

Many organizers arrange catering separately from the event concept. They call a caterer, provide a budget, and move on. This rarely results in a cohesive experience.

We view catering as an integral part of the event concept. Just as the venue, the program, and the choice of entertainment contribute to the overall experience, so does catering. When everything comes together—the venue, the atmosphere, the program, and the catering—the event feels like a cohesive whole. Guests may not consciously notice it, but they certainly feel it.

We have a network of caterers throughout the Netherlands, ranging from food trucks to Michelin-starred chefs, and from street food concepts to exclusive dining experiences. We match the caterer to your concept, not the other way around. And we oversee the timing and coordination on the day of the event.

The result: catering that enhances rather than interrupts. That pleasantly surprises your guests. That makes your event complete.

Want to learn more about how to develop an event concept that incorporates catering? Read our article on developing event concepts.

Catering isn't just a side issue. It's the flavor of your event—literally and figuratively.

We’ll help you choose the right catering service, coordinate the details, and integrate it into your event concept—from the initial discussions to the final bites of the evening.

Please contact us at live-impact.nl/contact or tell us about your event via our briefing page. We’d be happy to help you plan it.

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