What Could a Catering Area Do For You?

Summer has come and gone, the nights are drawing in and temperatures are dropping; this gradual transition into cosy autumn means a shift from summer cocktails to winter warmers, and 'tis the season for hot drinks.

Here's why we think you should consider making catering a key part of your stand offering at this time of year:

The Social Aspect

• PROVIDING VALUE

  Events are all about experiences, and nothing brings people together like food and drink, especially if it's complimentary. Lure in your ideal buyers with delightful warm brews.

• SPACE FOR COMMUNICATION

  By incorporating a catering area into your stand, you're not just providing refreshments and a place to sit - you're creating an opportunity for people to connect, communicate and develop a relationship with your brand.

• BUILDING RAPPORT

  Catering areas aren't just about serving refreshments, they can provide an inviting space for meeting and discussion. Connecting with peers or prospective clients over a hot beverage is a great way to build new business relationships or reinforce existing partnerships.

Maximising Value

• BRANDING

  Branded cups or sundries not only convey 'bespokeness' or 'professionalism', but also provide additional marketing opportunities as delegates circulate the show floor, venue lobby, city pavements or public transport with your logo in their hand.

  
  

• TAILORED TO YOUR SPACE

  What a catering area can or should look like depends on your space, the show size and industry. A relaxed, informal show might fit well with comfy sofas and coffee tables, but more serious conferences might call for chic bar stools or meeting room chairs. These are things to be considered at the design stage, taking into account the show context and your own aims.

  
  

• STAY GROUNDED

  Remember, you don't always have to go big; a smaller or self serve setup is sometimes all you need, and more than enough for a small or lower budget stand area. Nobody is going to remember who served the coffee - what matters is that they received good service and a good product.

Things to bear in mind:

• PRACTICALITY

  An important thing to think about is the equipment you or your catering supplier may need, their dimensions and how that may affect the counter, bar space and storage area required.

  
  

• VENUE POWER

  Don't forget to factor in any additional power requirements and costs, as well as appropriate mains and socket locations on your stand (kettles and coffee machines often need a 3kw socket each!). You don't want anything blowing up on the day!

  
  

• CORKAGE

  Some venues do not allow you to use external providers, and others may charge corkage fees - ask your stand contractor to check the show's technical manual and regulations, or contact the venue directly to enquire.

  
  

• HOSPITALITY

  Barista or barperson hire costs can be significant. Make sure you go for a fully compliant and reliable supplier, recommended by the venue or your own stand contractor.

  
  

• COMPLIANCE

  Check that you or your supplier are fully compliant and have all the correct catering qualifications, health & safety risk assessments and hygiene certificates in place to prepare or serve food and/or drinks as required by each venue or show organiser.

Potential benefits:

• ✅ Increased Stand Traffic

  Offering refreshments and pairing this with an optimal stand layout in relation to the show floorplan should generate higher footfall.

  
  

• ✅ Advertising

  Branded receptacles become billboards as people circulate the show or public spaces with your logo in hand.

  
  

• ✅ Positive Visitor Experience

  Polite bar or barista staff, complimentary refreshments and comfortable seating make for a friendlier and more memorable stand environment

Conclusion:

What are you waiting for? If your budget and stand space can accommodate it, get catering!