H&E North finds out why quality catering is a key ingredient for successful events and what will be tantalising the taste buds in 2010.

In these economically stretched times, splashing the cash on lavish feasts is something that may have been curtailed somewhat, what with companies increasingly having to justify big spends, but catering still plays a crucial role in the event experience. Testament to this are well-established catering companies who are continuing to win contracts and new start-ups who are building up a loyal following. Chapman Holmes Catering and Special Events is one of the North West’s leading corporate and event caterers, who are currently celebrating 20 years in the business. Over the years it has provided a diverse range of cuisine and event management to companies such as Coutts & Co, Bentley Motors, The Prince’s Trust, Manchester Evening News, and recently Visit Britain’s Gala Dinner. It has held and catered for events in National Trust properties and venues such as Concorde Conference Centre, and has recently been awarded exclusive contracts at the Gorton Monastery and Lyme Park. Sue Elmore, a Director of the company, states: “At present our industry is missing the big corporate bashes that once prevailed. The emphasis is now on understated, bespoke events.”

Essentially, catering companies are working harder to get the best suppliers to give clients a better deal, plus offer an array of options and provide an excellent service now that the recession has put a greater spotlight on value for money. David Potter has had first-hand experience of the catering industry’s development, having working in the industry for 20 years; he is Operations Director of Encore, the contract catering arm of Cordia, the company set up by Glasgow City Council to run many of its frontline services. “Corporate companies are looking to differentiate their experience,” he says. “There’s far more competition in the catering industry now; the standard of food and service that may have been acceptable 10 or so more years ago is unacceptable now. There’s more emphasis on what they’re getting for their money.”

Even more key is the value of quality catering for corporate events. Some industry experts believe catering now needs to come to the fore as a central part of the event experience rather than an add-on. Gary Bates, Managing Director at Heathcotes Outside, event catering specialists, says: “In my opinion food has too often been pushed down the pecking order when it comes to time and budget allocation. Organisers who really understand the importance of top quality food and catering as a major part of the overall event experience get greater impact and satisfaction for their event.” David Potter adds: “Food is the main medium in which people interact and network.” He also stresses that catering, both the food and level of service, can have a powerful impact on whether the event is deemed a success or not: “It’s about using food as a marketing tool and your guests linking your company or organisation with that food, it then becomes working capital for you; the experience lasts in the memory long after the event has finished.”

2010 Catering Trends:

• Self-serve buffets are out, table service is in. Francis Carroll, who is responsible for opening three new Marco Pierre White restaurants in the North West, comments: “In 2010, buffet food will be more about table service than serving yourself. Nobody wants to stand around and queue for food, it’s not particularly civilised and cuts in to valuable time that could be spent networking with guests.”
• Even greater emphasis on locally sourced produce. Gary Bates of Heathcoats Outside says: “What we have noticed over the past 12 months is that clients are demanding higher quality ingredients which are locally sourced. Food miles have become a big political issue that has affected our industry.” The Hilton Liverpool recently unveiled its new £1.2 million state-of-the-art kitchen and over 70 per cent of all its fruit, vegetables, meat and fish are from the North West.
• Attention to presentation; the use of unusual crockery and eye-catching techniques to create a talking point. Grant Chapman, Managing Director of Chapman Holmes, says: “We use different presentation materials such as slate, bark and coloured glass, to name but a few. We also use various modern presentation techniques. For example, we coated raspberries with a ‘blue’ edible spray, which was a similar colour to our client’s logo.”
• Pick-your-own salads and design-your-own sandwiches. “We have ditched the traditional deep fried stodgy goods usually on offer at buffets and gone for something conceptual and nutritionally balanced,” explains John Benson-Smith, City of Manchester Stadium’s consultant executive chef.