Lauren Deaton, CMP, strategic account director at Courtesy Associates in Washington, D.C., apologizes if some of the questions she needs to ask about international food and beverage service sound a little, well, basic.
"Some of these I wouldn't ask if I was going to London, but I do for Eastern Europe, Africa and emerging markets in Asia," where business practices, service standards and food-safety procedures all may differ from U.S. norms, Deaton says.
"Do they outsource their catering or is it in-house? Sometimes they'll present it as all one package or [that they have] an exclusive caterer, and they don't," she says. "What is their average attendance for an average event, and what is the average [number of] meals they serve per week over all the events they do? Is it that they did 5,000 meals at once, but that was five years ago? So are you at their normal range, or below that normal range—what band do you fall into?"
These questions just graze the surface of what planners typically ask about international F&B, a process that goes far beyond whether the vegetables are washed and peeled, all the way to the logistical core of F&B service. And even internationally experienced planners shouldn't assume that because the meals at their conference in Country A were great, the same will hold true for lunch and dinner at their upcoming convention in Country B.
Safety (Always) First
"One thing people always talk about is if they've had a bad meal," Deaton says, and there is no worse meal than one that knocks an attendee out of the meeting for hours or days—the proverbial "bad oyster" and its dry-land equivalents.
"Your F&B functions are usually encapsulated around networking, keeping sponsors happy, an awards ceremony, so you want people to say, ‘Oh the food was really great, and now I’m going to stick around and meet people or talk with people about their research.’"
In this context, success means checking procedures in the back of the house—how food is transported, whether it's kept in warming units, whether produce is stored neatly or haphazardly—the list goes on.
"That might seem basic," Deaton continues, "but it gives you a sense of where there may be gaps. So then you can talk about the actual menu, about a plated dinner for 500 ... and [your local contacts] can tell you what you can provide in a well-cooked, safe manner.”
Think "Experience," Not "Meal"
Safety considerations aside, planners should also check with the client to determine how adventurous menus can get versus whatever more familiar North American fare is on offer at a venue, says Eli Gorin (pictured), CMP, CMM, vice president of global client relations at ABTS Convention Services in North Bay Village, Fla.
"If you are doing an event in a major city, chances are the options for cuisine are wide and varied. I'm sure you can find an Italian restaurant just about anywhere. But ... if the focus is to highlight the local culture, then what are the limitations your client will set? Are they adventurous or [do they] prefer to be more conservative?"
Asked how to address delegates' concerns about unfamiliar food, Lauren Deaton says her firm tries to wrap that unfamiliarity into the experience of the event and turn it into a positive.
"On one side, if you're having a special meal, have the master or mistress of ceremonies talk about the background of the meal. When you go to a different country you want to experience the culture of that country... and that's very exciting.
“But sometimes people really want to have a 'safe' option,” Deaton continues, “and maybe then you talk to your caterer about having one local dish per meal and then work on what can be provided that's familiar to everybody."
Deaton says she spends a lot of time Googling foreign culinary terms, then finds she's actually eaten a particular dish—but without realizing what it was called in the host language.
"I'll look at the pictures and go, ‘oh, I've had that!’" she says, indicating that attendees are likely to have a similar experience.
Gorin agrees that what might seem like hand-holding goes a long way with attendees in an international setting.
"If the event involves local cuisine, educate them on what they are eating,” he explains. “If it's a buffet or hors d'oeuvres station with local delicacies, then a place-card with an explanation of what the food is would be a must—but to add its significance in local culture would be an educational plus."
Long-Distance Relationship
Getting good results from international F&B service depends on building excellent communication with your host-nation counterpart, and this is where Internet video-conferencing tools such as Skype are invaluable, Deaton says.
"All the basic things are really about that relationship: fostering communication, reading what's being said versus their body language, and working with in-country partners to decide what's normal. ... That’s where a lot of times when you're working with a local organizing committee, they can really be helpful."
Deaton also inquires about a venue's kitchen facilities, staffing and capabilities. Will they have to hire additional help and how do they source and train them? Is it just a friend of a friend who shows up on the day of? How much time does it take to serve the food? What are the charges that might not be included in the menu pricing? If your attendance spikes in the last week before the event, can they handle it?
Other items to nail down when building an international F&B relationship include whether attendees will be from around the region or around the world, and what currency you'll be paying in, since both costs and exchange rates may fluctuate.
"Typically for our international events, you're going to a location for a reason. You're targeting a demographic or growth area, so you try to do this overarching education process or communication campaign to attract attendees," Deaton says.
"It starts with your visa letter, and just on the website you provide some information on cultural norms and do's and don'ts, which would include food."
The Meaning of the Word "Lunch"
Deaton's colleague Carla Battle, director of meetings and events at Courtesy Associates, notes that even the meanings of common terms that are usually self-evident should be verified and double-checked.
"Really clarify what 'lunch' means in different countries and what space you need for it," Battle advises.
"A lot of times in other countries, lunch will be cocktail-style. If you need to sit down and have a formal lunch, communicate that explicitly. And make sure all the [dietary] stuff is denoted—whether it's vegan, vegetarian, halal—and whether it's [labeled] on a buffet."
If 90 percent of attendees request one of the venue's standard offerings but the remaining 10 percent are halal, kosher or vegetarian, Lauren Deaton says, it's the planner's job to ensure that that 10 percent is as high-quality as the rest.
Registration is where she solicits dietary requirements, allergy information, and emergency-contact information from prospective attendees—just in case. And it never hurts to let everyone know where nearby hospitals are, to provide an extra level of comfort.
Once attendees get to the site, proper labeling of foods is key, and Deaton has even gone so far in Middle Eastern gatherings as to ask a certified halal caterer to bring their certificate with them.
"People want to make sure [of things] when they're at a new location, so I've asked the caterer to bring that along so people aren't concerned about what they're consuming."
That way, the focus stays on enjoying the meal, where it should be.
