Climbing the Corporate Ladder

In recent years, the landscape of corporate catering has undergone a significant transformation, adapting to the changing needs and preferences of businesses and their employees. As companies prioritize employee well-being and engagement, the corporate catering sector is witnessing a surge in innovative solutions, sustainability initiatives, and a heightened focus on diverse culinary experiences.

“Yes, corporate events have come back postpandemic, but companies are being more thoughtful and strategic about the events they hold for their teams,” says Brittney Sogge (Lancer Hospitality Group). "Companies are putting an emphasis on their teams that have helped navigate the pandemic journey, and they are ready to celebrate victories, staff morale, and how they’ve been able to bounce back as an organization. We are past the days of a quick meeting and food.”

Time to rebuild

Following the pandemic, full-service corporate events (client/customer marketing events, product launches, employee morale events, and celebratory/ milestone achievement events) faced an uphill battle as companies struggled to not only stabilize their footing, but also rebuild their company culture.

Between 2019 and 2022, the average percentage of business for full-service corporate catering dropped by 14%, according to data presented by Technomic (which delivers industry research and insights) during a session at this year’s Catersource + The Special Event (held February 2024 in Austin, TX).

 This ACE- nominated corporate party from nominated corporate party from Vibrant Table Catering & Events Vibrant Table Catering & Events made a big commitment to its made a big commitment to its Halloween theme. Vintage graphics and classic haunted house props and classic haunted house props were combined with modern twists were combined with modern twists like impressive video mapping and a like impressive video mapping and a giant balloon sculpture. Guests were the perfect final touch–arriving in full costume and ready for the dance floor. The menu The menu included a cheese and charcuterie display that featured grapes, berries, dried fruit and nuts, cornichons, pickled peppers, olives, and stone ground mustard toasted baguettes and crackers. Photo courtesy Evrim Icoz Photography

The dramatic drop in business can be attributed to the pandemic, the rise in at-home workers, and the layoffs that continued to plague the corporate world. In 2022, corporate delivery catering even started to struggle as restaurants and ghost kitchens began to make a major play for office lunches. 

“[The pandemic] threw us a curveball,” says Chris Sanchez (LUX Catering & Events*), “but here's the thing [about] adversity: there's opportunity. We're not just catering; we're consultants, guiding our clients, both old and new, through these turbulent times. We've become adept at stretching budgets without compromising on quality, and at the same time, we're educating emerging players on the critical role of impactful events. This isn't just about survival; it's about leadership, about showing the way in uncharted waters.”

Vibrant Table Catering & Events orchestrated a prom-themed holiday party for a corporate client with 300 guests in a convention center ballroom. The goal was to create an elevated but campy event that excited and engaged the guests both in aesthetics and experience. Specially designed mini desserts (shown) kept things light and cheeky. Photo courtesy Evrim Icoz Photography

Today’s corporate catering landscape is showing signs that the negative effects of the pandemic are firmly in the rearview mirror. Late last year, Catersource distributed its annual state of the industry survey, which revealed that 35% of respondents generated the most business in 2023 from corporate catering. While lunch ranked as the most prevalent mealtime in corporate catering (53%), full-service catering came in as the most prevalent type of corporate catering (47%).

These graphics were compiled by Technomic, which delivers industry research and insights.

That doesn’t mean the effects of the pandemic aren’t still being felt; however, this time it’s a positive.

“We've never been busier,” said Robin Selden (Marcia Selden Catering & Events*) during a session on corporate events at Catersource + The Special Event 2024. “The best thing that ever happened to us was the pandemic; how scary is that to even say? It made us work smarter, better, wiser, and we became a very close-knit team."

Taco Station (choice of jackfruit, chicken, or fish) accompanied by slaw, hot sauce, and fresh lime from Eatertainment Events & Catering. Photo courtesy Eatertainment Events & Catering

Tuna Poke Station (tuna poke in sesame dressing with togarashi soba noodles, pickled ginger, seaweed salad, and banana and taro chip crumble). Photo courtesy Eatertainment Events & Catering

So, what is driving catering trends in 2024 within the corporate realm? Let’s take a look.

Getting back to business

In 2024, companies are still navigating the rough waters of remote and hybrid work models (currently, 28% of employees have hybrid work schedules and offices are operating at roughly 50% occupancy, according to Technomic), while employees continue to balk at the notion of returning to a traditional work environment.   

“Return to work plans are causing employees to be grumpy because they do not like their commute and they don’t want to come into the office because they'd rather stay at home,” said Rick Shank (Technomic) during Catersource + The Special Event 2024. “So, how is an office manager going to get them there? They're increasingly utilizing food; food has become an extraordinarily important part of trying to even out that grumpiness, if you will.”

 Steak Sauce Short Rib (smoked gouda grits, roasted cherry tomatoes, cipollini onion, bacon fat fingerling potatoes, and house-made steak sauce) from Lancer Hospitality Group. Photo courtesy The Dainty Blueberry Photography/ Sarah Marier

According to ezCater, over 85% of businesses agreed that food incentivizes employees to work onsite, and 83% said that their food-for-work budgets have either stayed the same or increased. Comparatively, 65% of employees indicated that they are willing to plan their in-person office visits based on whether or not a complimentary catered lunch is being offered that day.

In its annual Lunch Report, ezCater surveyed 5,000 workers across the U.S. to explore the relationship between food at work—specifically around lunchtime habits. At a high level, findings show that providing a catered lunch is a win-win-win for companies, employees, and restaurants and/or caterers. Here’s why:

“There's a growing emphasis on internal meal programs,” says Sanchez. “These aren't just about providing food; they're strategic tools for fostering community, enhancing employee satisfaction, and incentivizing the return to office spaces. By offering culinary experiences that employees look forward to, companies are leveraging catering as a key component of their workplace culture and employee engagement strategies.”

Charcuterie Board Shooters from Lancer Hospitality Group. Photo courtesy Steve Legato

According to Technomic, 65% of businesses placed catering orders weekly in 2022 versus 41% in 2018.

How food is utilized within the corporate realm has changed significantly post-pandemic. Whereas in the past, employers and managers relied solely on “small transactions” such as ordering pizzas or sandwiches for trainings and team meetings, in 2024 companies are instead putting their dining dollars into more elevated dining options as well as larger employee events.

“As we move away from these small transactional relationships, the share of corporate dining dollars have shifted in catering’s favor because many restaurants didn't even realize they were catering (when fulfilling 15–20 person orders) because they don’t have catering programs,” said Shank. “That's an opportunity for those of you who are positioned to go out and facilitate those types of orders; and you can probably do it better than a restaurant, to be honest.”

These graphics were compiled by Technomic, which delivers industry research and insights.

To capitalize on this growing trend, caterers may need to break a few of their own rules by allowing for same-day online and customizable ordering (through third-party ordering platforms such as Uber Eats, Honeycart, ezCater, and DoorDash), while also easing some of their minimums.

“It’s really hard for a restaurant to facilitate these orders, so can you fill that void?” said Shank. “This is a huge operational shift though and violates everything we know about catering orders. You're going to be forced to operate more like a restaurant, and there’s risk in that.” 

Uncharted territory

Companies and caterers alike are being faced with an unprecedented environment in 2024 when exploring how food and the workplace interact together. Food and beverage for corporate meetings, events, and conventions (click here for more on how to feed people at this scale) were previously an afterthought for many companies and were only served out of necessity. Not anymore. Gone are the days of banquet buffets; instead, employers and employees are putting a stronger emphasis on experience.

“The rebound we're witnessing in the corporate catering sector post-pandemic isn't just a return to the status quo; it's a leap into uncharted territory of growth and innovation,” says Sanchez. “Today's clients aren't just looking for meals; they're seeking unique, memorable experiences that resonate with their company's culture and energize their events. It's no longer just about sustenance; it's about storytelling, creating a sense of belonging, and reinforcing corporate values through the universal language of food.”

The first course of the dumpster lunch was a spring salad featuring strawberries left over from breakfast, while the entrée combined surplus seafood to create crab claw salad (shown). A crawfish and crab cheesecake was finished with a barbecue sauce made from unused Abita Amber beer from from unused from Sodexo Live!’s bar stock. Sodexo Live's chef also used surplus po'boy loaves and coffee left over from breakfast to craft a bread pudding dessert with a chicory coffee caramel sauce. Photo courtesy Sodexo Live!

Companies, event planners, and guests are getting bored with the same old thing year after year, and in a world where every corporate event competes for attention, the challenge of making one truly stand out is ever more daunting.

“Our corporate clients are having remarkable events that have carefully curated menus to reflect their diverse memberships,” says Thomas Whelan (Levy Restaurants). “We are seeing more breaks being worked into day-long schedules to get attendees interacting—whether with innovative food stations or bringing in hand-crafted beverages. Attendee engagement in all facets of events is being considered.”

Sweet Cones (cherry cheesecake, orange vanilla meringue, and chocolate pistachio canoli) from Eatertainment Events & Catering. Photo courtesy Eatertainment Events & Catering

Corporate catering is an art that goes beyond just serving food. It involves understanding the unique needs of corporate clients and delivering exceptional experiences that leave a lasting impression. The food should also reflect the company’s brand identity and ethos.

“You should be able to infuse the company’s mission into every bite,” says Sarah Wexler (Hilton Catering & Events Americas).

These graphics were compiled by Technomic, which delivers industry research and insights.

This is where qualifying information up front with the client is so essential. What type of company is hosting the event? Who are the guests attending the event? What is the budget? What are the unique needs and preferences of the client? Do they want heaping platefuls of food that guarantees everyone stays fed, or are they more interested in the experience and presentation?

“Corporate catering is a whole different scene when compared to social events,” says Sanchez. “It's not just about the food; it's about what the event is set to achieve. Whether it's showcasing company culture, thanking the team, launching a product, or just a bit of brand flaunting, every corporate event has a clear target.”

Elevated Grazing Station featuring Charcuterie Verrine (olives, grilled artichokes, and pesto), Vegetable Flatbreads (zucchini, peppers, and mushrooms), Italian Sandwich Bites (buffalo mozzarella and tomato chutney, black truffle mortadella, and panelle and lemon aioli), Maple and Harissa Roasted Heirloom Carrot Salad, Wild Rice and Mushroom Salad, Pearl Couscous with snap peas, cucumber, avocado, and herb cress, and Sea Salt Pita Chips (spicy pumpkin hummus, creamy roasted eggplant, and spinach cheese dip). Photo courtesy Eatertainment Events & Catering

This is where staying abreast of business trends can be an asset. By staying attuned to the economic health and trends within specific industries, caterers will have a stronger leg to stand on when delivering their proposals.

“It's about more than just understanding food,” says Sanchez, “it's about comprehending the business environments our clients operate in and how those environments influence their needs, preferences, and budgetary constraints. Keeping a finger on the pulse of not just the catering industry but also the sectors we cater to is crucial.”

A warm and hearty winter menu brought a holiday feel to this prom-themed corporate event from Vibrant Table Catering & Events. Vibrant Table Catering & Events added kitschy nods to the school dance experience throughout the event, including a checkerboard dance floor, hanging crescent moon décor, and oversized balloon displays. Photo courtesy Evrim Icoz Photography

This new world of corporate catering isn’t without its challenges, though. For example, corporate clients’ planning timelines are getting shorter and shorter. Whereas previously caterers had months to plan and execute a corporate event, today they are being tasked to turnaround in mere weeks, and in some extreme cases even days.

“With less runway from an initial inquiry to booking and execution, it is more difficult to forecast corporate catering revenues,” says Sogge.

For this ACE-winning corporate event, Proof of the Pudding took guests on a culinary trip through time as a way to not only honor the Atlanta Airport District Convention and Visitors Bureau’s achievements but to also take a glimpse into the exciting future of the community. (Shown) The team created a Coke Float station with bourbon caramel ice cream, CocaCola® pearls, and carbonated sugar. To add to the visual effect, the coke floats were served emerging from a cloud of dry ice. Photo courtesy Amanda Mazonkey

Peach & Tomato Bruschetta. Photo courtesy Amanda Mazonkey

The Back to the Summertime Citrus Salad featured citrus segments and candied Georgia pecans over local arugula and frisée with a basil vinaigrette. Photo courtesy Amanda Mazonkey

This means embracing digital solutions for quicker proposal turnaround, implementing tech-driven systems for more efficient event management, and continually seeking ways to enhance the client and your staff's experience through innovation.

“We have to be creative and show that we can produce a flawless event in a limited amount of time,” said Michael Cerbelli (Cerbelli Creative) during Catersource + The Special Event 2024.

Talking trends

The days of standard sandwich platters and generic salads are waning, giving rise to a demand for diverse and culturally rich culinary experiences. Corporate caterers are now incorporating global flavors, dietary accommodations, and unique cuisines to cater to the diverse tastes of modern workforces. This shift reflects the importance of food in fostering a vibrant and inclusive corporate culture.

“Mindsets have evolved over the past couple years,” says Wexler, “so the question becomes how can we loop food and beverage into that?”

These graphics were compiled by Technomic, which delivers industry research and insights.

“The rapid pace of trend dissemination through social media and other platforms means that being on the cutting edge is not just preferred—it's expected,” adds Sanchez.

Sustainability takes center stage

In an era where environmental consciousness is at its peak, corporate catering is embracing sustainability with open arms. From sourcing locally grown produce to implementing zero-waste practices, companies are increasingly seeking catering partners who share their commitment to ecofriendly initiatives.

A recent study by Eventbrite found that 84% of event planners are taking steps to make their events more sustainable.

For the Ten Year Anniversary edition of the Atlanta Airport District Convention and Visitors Bureau’s Annual Meeting, Proof of the Pudding took guests on a culinary trip through time with their ACE-winning event Standing the Test of Time, which helped honor the CVB’s achievements and take a glimpse into the exciting future of the community. Photo courtesy Amanda Mazonkey

Consider this example: During the WasteExpo tradeshow (held at the Ernest N. Morial Convention Center in New Orleans) attendees enjoyed a gourmet zero-waste lunch, prepared by the convention center’s food and beverage partner Sodexo Live!, that utilized leftover ingredients.

“Food waste is becoming a growing concern in the world of sustainability, so this was an amazing way to bring a different look to ‘food waste,’” says Phonecia Jackson (Sodexo Live!). “It opens the mind of someone who might see an item as waste/garbage to think of new and exciting ways to treat that product.”

Seravezza Events at The Franklin Institute is the hospitality partner of The Franklin Institute in Philadelphia. Photo courtesy Levy Cultural Attractions

This isn’t the only way to approach food waste from a sustainability perspective either. The JW Marriott Marco Island has created a consistent food waste reduction program to prevent waste with such measures as serving small plates totaling four to five ounces to avoid buffet overserve, and a new Orca food aerobic digester system helps to eliminate food waste headed for landfills. Before the end of last year alone, the Orca system helped to divert 135,280 pounds of food. Chefs also take care to source local food whenever possible from farms and producers, and an oil recycling program helps to collect used cooking oils and transform them into biodiesel.

By adopting sustainable practices during their corporate events, such as conserving water, reducing waste (check out our summer issue for another food waste reduction technique, fermentation), and offsetting carbon emissions, caterers can significantly reduce their environmental footprint.

It’s all about the local event experience

Corporate events are seeing a shift toward more localized experiences; with the rise of remote work and virtual events, attendees are seeking out authentic local experiences when they do attend in-person events. For businesses hosting corporate events, this means incorporating elements of the local culture into their event design, whether it’s through food and beverage options or showcasing local performers.

An intimate dinner under the stars at Fels Planetarium at The Franklin Institute, where guests were enchanted by mirrored table and astronomical presentations. The awe-inspiring 60-foot dome provided the ultimate screen for cosmic exploration alongside a curated menu. Photo courtesy Thomas Whelan

“What we’ve tried to lean into is personalization and localization,” says Wexler, “by getting to know the person behind the food, the person behind the bar.” 

Be well, and stay well

Corporate catering is not just about feeding employees; it’s about nourishing their well-being. As companies prioritize employee health and wellbeing, there is a growing demand for nutritious and wellness-focused options. This trend has given rise to healthier, plant-based options and customizable catering menus that cater to diverse dietary needs. As we move through 2024, caterers are delving deeper into wellness-oriented menus, integrating nutritional expertise into their offerings to align with the growing emphasis on employee health and vitality. Think menu items such as superfoods and plantbased choices, as well as wellness programs, reflecting a broader societal shift towards healthier lifestyles.

On the beverage side of things, many corporate events are trading in cocktail hours in favor of non-alcoholic options such as gourmet coffees and teas, non-alcoholic beer and wine, and of course spirit-free cocktails. Attendees enjoy them, and the drinks don’t interfere with their ability to remain professional or focus on the information being shared.

Seravezza Events Executive Chef Zachary Conover serves hand-carved Peking Duck on live-action prepared scallion pancakes, topped with hoisin ginger sauce and fresh sliced scallions, at a Welcome Reception at The Franklin Institute. Photo courtesy Morby Photography

Over at the JW Marriott Marco Island, the resort has developed menus that are specifically crafted to boost energy, gut health, and brain power/focus. Additionally, the resort offers “mocktail” mixology classes as well as cooking demonstrations to encourage healthy eating long after the event is complete.

Emerging trends

Additional trends currently on the horizon include:

“Food has the power to transform any gathering into an experience that resonates on a deeper level,” says Sanchez. “It's about offering something incredible that sparks conversations, fosters connections, and enriches the overall event experience,” says Sanchez. 

A need for networking

One of the biggest draws of corporate events for attendees is the chance to network, which is perhaps why today’s events are gravitating more towards intimate, smaller gatherings.

Hand Carved Steak Au Poivre, creamy Dauphinoise potato stack, rich creamed spinach, savory chicken fricassee, and sautéed green beans. Photo courtesy Windborne Co.

2024 is a year for meaningful connections. While large conferences have their place, the trend in 2024 leans toward smaller, more intimate gatherings. These events offer greater opportunities for networking, learning, and engagement. Think smaller and more intimate events with the focus on high-end dining experiences for smaller groups such as a six-course tasting dinner with beverage pairings, or a variety of interactive chef stations (click here for some action station inspiration). Intimate gatherings like immersive dinners, retreats, and workshops can offer unique experiences that can help build communities and deepen relationships in crucial ways. These events create the perfect setting for quality time between attendees, executives, and sales teams—allowing for in-depth discussions, bonding experiences, and ideally, a better understanding of the audience's needs and feedback.

According to American Express’s 2024 Global Meetings & Events Forecast, small events and meetings are more important than ever as distributed workforces become the norm.

Many companies are also looking to stay closer to home with localized events, which not only resolves the travel budget barrier, but can also foster a sense of community and belonging among attendees.

Seravezza Events at The Franklin Institute's Chef's Table featuring Raclette Cheese Gratinée and accompanied by a French Olive Bar with roasted peppers and baby green tip carrots. Photo courtesy Windborne Co.

Small is also the name of the game in terms of plate size as well; smaller plates are portable, thus allowing employees to network and still shake hands when they need to. Think miniature food items (sliders and desserts in shot glasses) and individual cheese and charcuterie boards.

Interactive and immersive experiences are also becoming increasingly in demand, since they deliver a shared experience among attendees, thus strengthening connection among attendees. From live chef interactions to personalized cooking classes, from floating appetizers to champagne walls and take-and-explore appetizers—the demand for dynamic and engaging food presentations is on the rise.

“People are looking for opportunities to be interactive from start to finish,” says Sogge. “This brings everyone together and fosters camaraderie.”

Finding lifelong clients

Working with corporate clients is a completely different playground for caterers when compared to social clients. While social clients may be “one and done,” the same cannot be said for the corporate side of things. These are clients that not only host multiple events over the course of a year, but these same events occur year after year, so getting your foot in the corporate world will guarantee to set your company up for longterm success.

“It's a game plan; not just for an event, but for the company, for your career,” said Cerbelli.

Guests attending a corporate dinner were treated to dinner and a show, including glow-in-the-dark hula dancers. Photo courtesy Evrim Icoz Photo

“Social gatherings are great, but with corporate clients, the game changes,” adds Sanchez. “They're not just hosting one-off events; they're looking at a series of engagements throughout the year, from regular in-office lunches to dropoff catering and even personal social events. This continuous interaction requires us to be in tune with their needs, ensuring we're more than just caterers—we're their go-to for every occasion, big or small.”

In the competitive world of corporate catering, standing out requires both creative outreach and solid networking. Start by tapping into your local network and associations. Become an active member of your local chamber of commerce, connect with your convention and visitor bureau, and build relationships with Destination Management Companies (DMCs) in your area (check out this year's DMCs spotlight in the adjoining Special Events magazine) to open doors to a plethora of new client opportunities. These connections not only help expand your reach, but they can also help embed your brand within the local business ecosystem.

Vibrant Table Catering & Events assembled 30 feet of seasonal salads in real time during a corporate reception, inviting guests to interact with the chefs and the food. Photo courtesy Evrim Icoz Photo

“It's about more than just expanding your client base, it's about evolving your services and enhancing your resilience in an ever-changing market,” says Sanchez. “It's not enough to be responsive; success in corporate catering demands anticipation of trends and readiness to pivot strategies at a moment's notice.”

Even if it’s a small corporate meeting and may not necessarily be the type of event you want, it’ll still get your foot in the door. The key to corporate events is making that first touchpoint.

This Coconut Bar from Blue Plate Catering during the Annual User Conference Closing Reception included hollowed out fresh coconuts where guests could choose their non-alcoholic drink (Coconut Water, tropical punch, or cucumber lemonade). Photo courtesy Lacour Images

“I'm not too big in the britches to say we’re not doing scones and coffee," said Jeffrey Selden (Marcia Selden Catering & Events) during Catersource + The Special Event 2024.

Once you’ve made the connection, it’s time to develop the relationship. Be consistent, be exceptional, stay adaptable, be responsive to client needs, be innovative, know what you do well and revel in it, be excited for every event, and most of all, be a visionary.

“It’s about building a deeper relationship and not just getting the client,” said Cerbelli. “It’s about building a friendship.”

Schaffer helped to stage the Volkswagon Beach Party as the launch event for the new ID.BUZZ, the modern successor to the brand’s iconic VW Bus. For the event, the team designed a surf-culture menu and immersed attendees in VW logos and iconography at literally every service point: from acai bowls in VW-branded coconuts to SoCal Breakfast Grain Bowls, tacos, and custom pastries. Photo courtesy Schaffer

VW branded cupcakes from Schaffer for a product launch event. Photo courtesy Schaffer

The industry is evolving to meet the dynamic needs of modern businesses, recognizing that catering is not just about providing sustenance but also contributing to a positive corporate culture.

So, are you ready to start your climb up the corporate catering ladder?

“It's a thrilling time to be in catering,” says Sanchez, “as we continue to explore new horizons and redefine what's possible in our industry.

“Venturing into the corporate catering space can be a transformative move for caterers looking to diversify and strengthen their businesses. The pandemic taught us the crucial lesson of not putting all our eggs in one basket; relying solely on one segment can limit growth and increase vulnerability to market fluctuations.” 

* LUX Catering & Events and Marcia Selden Catering & Events are proud members of the Leading Caterers of America, a consortium of the top catering and event planners throughout the United States and Canada.