25 Positive Predictions for 2024, Part 3

2024 is going to be a great year. I can already see this by looking at how 2024 is shaping up on my regular clients’ event calendars. 2024 bookings have already surpassed 2023 numbers at this same time last year. This is especially true for those who've been actively working on 2024’s Q1 and Q2 since this summer. Sales teams are in place now. Weddings are steadily back and guest counts are bigger. Most Saturdays at venues are already sold out and wedding couples are looking at alternate weekdays or 2025. The last few years have allowed companies to define their niche and stay focused on how to best use their resources. Minimums and booking rules are also being reevaluated to make sure great opportunities are not being missed. This means that smart selling and educating the sales team on what is good business is imperative as you move forward. 2024 is really feeling good for all right now and I can’t wait to see where we are at this time next year!

The next calendar year will continue to bring an emphasis on extravagant, styled weddings, with a desire to show family and friends a wonderful time. Social media has made it possible to broadcast great ideas to a wide audience, and the younger generation of couples has grown up not knowing anything else. Adapting to clients’ one-off requests will be the marker of an organization that can customize and go with the flow.

On the corporate side, last-minute requests for large catering orders will continue, and the ability to accept these “Hail Mary passes” will allow you to strengthen bonds with clients. Making them look good is truly what will bring more of their business to you. 2024 will also see an increase in repetitive business as companies try to win over prospective employees (and keep their current talent) by offering meals during the workday. If you are in the drop-off business, get ready for some big orders!

Love is in the air at Marcia Selden Catering as we are stepping into 2024 with more confirmed weddings than we’ve had in years past…how great is that?! Our couples are excited to embrace creativity and to allow us to come up with fun and enchanting ways to surprise and delight their guests and they are ready to spend money to make their dreams become a reality (YAY!). Our couples are embracing the endless possibilities allowing us to craft meticulously unique and super creative culinary experiences that reflect their style and often times their cultural heritage. I believe that the guest experience at weddings, and events, are at the heart of each event, particularly in what we are seeing for 2024…. It’s all about the X-factor and experiential moments. Our goal is to leave a lasting (and delicious) impression on the guests so that they reminisce about the event for many years to come. I say it all the time; we are memory makers, so let’s all make sure that in 2024 that we are embracing that gift that we are given by our clients to create bespoke, magical, and sometimes over the top opulent events for them and their guests!

Although 2023 was pretty magical, 2024 is set to be just as gorgeous, with more opulence in the most thoughtful of ways.

We love the color trends—vibrant coral, bold yellow, and electric blue. These colors won't be seen throughout a wedding but instead used as a pop in one part of the event, whether it be the dining tables, attire, or even the cake! The term “maximalism” comes to mind, and if ever there were a year to go big, this would be it!

The mindset of many couples is a focus on sustainability. While that concept may seem disconnected from the others mentioned, they can go hand in hand. Couples ultimately want to be thoughtful in all of their decisions. This may include estate jewelry, printing invitations on upcycled materials, working with a local caterer to ensure food is current to the season and grown/harvested locally, charity-based registries, and vendors that give back.

Many event pros are taking the slow season to level up their businesses, incorporating new software, and bettering their processes to provide their clients and teams with the best possible experience. From automation to virtual contracts/invoices, the options to streamline businesses are endless.

Gone are the days when you are only allowed to pick a different protein for your event. This gives guests the opportunity to experience the perfect dish of their choice without being limited to only a protein switch. While this requires more servers and more chef staff, it gives each client a “restaurant” quality choice and meal. 

Additionally, more and more people are looking for engaging stations with the best possible foods. Not only do guests want something more engaging than just a plate of food; it becomes a team effort to bring the vision to life. No longer will it be just a caterer doing just food, the planner just planning, and the florist just putting out flowers. In the future, it will require much more listening, communication, and planning together—another reason it is so important to get to know each of our vendors and how we interact together cohesively.

Lastly, it’s all about the mash ups. With the ability to get so much produce and products from around the world, it is imperative to be able to include them in your menus. As a catering chef, you must be good at knowing all types of ingredients, flavors, and cuisines to accomplish this. It will be future learning of these things that separate different companies.

In the optimistic landscape of 2024, the catering and event industry is poised for a technological revolution, with artificial intelligence (AI) playing a central role in transforming key aspects of operations. Caterers will benefit from AI-driven innovations such as menu planning, where algorithms analyze trends and preferences to design on-trend menus, with recipes and even wine pairing. Event professionals will have the power of predictive analytics, utilizing AI to anticipate attendance, forecast peak activity times, and even predict menu preferences based on historical data. The integration of facial recognition technology ensures seamless and secure check-ins, while AI-driven chatbots provide instant responses to queries, freeing up professionals to focus on strategic planning. The industry will witness a shift towards dynamic pricing models, optimizing costs based on market demand and competitor pricing, while AI-enhanced security systems analyze crowd behavior to identify potential risks. 

The positive impact of AI extends to logistics and supply chain management, automating inventory processes, tracking perishable goods, and optimizing delivery routes. Tools driven by AI will enable real-time feedback analysis, allowing professionals to gauge attendee satisfaction and address concerns promptly. The industry is on the cusp of a transformative era where AI not only streamlines operations but also enhances the overall guest experience. 

In 2024, the catering industry is poised for significant transformations. Firstly, we anticipate a surge in startups entering the scene, driven by an increasing demand for unique culinary experiences and specialized services. These newcomers will bring fresh ideas, innovative technologies, and exciting menus to the table, ultimately reshaping the industry landscape.

Simultaneously, established catering companies will be focusing on enhancing their company culture. Recognizing the crucial role culture plays in employee satisfaction and productivity, owners will invest in creating a positive and inclusive work environment. This cultural shift will not only improve staff retention but also enhance service quality.

Furthermore, 2024 will witness a strategic overhaul among industry veterans. Owners will be diligently working on streamlining operations, optimizing cost-efficiency, and devising exit strategies. This may include exploring retirement options and welcoming managing partners with deep company knowledge. These meticulous details will contribute to increased efficiency and profitability, ensuring these businesses remain competitive in an evolving market.

As the catering industry continues to evolve, adapting to changing customer preferences and market dynamics, 2024 promises to be a year of innovation, culture-building, and strategic refinement, ultimately benefiting both industry professionals and clients alike.

As we look ahead to future events in 2024, one of the most promising aspects to focus on will be inclusivity. With growing awareness of diversity, inclusivity, and belonging, an emphasis on the representation of people from diverse and underrepresented groups, such as people of color, LGBTQ+ individuals, and those with disabilities and various cultural backgrounds, will result in a diverse attendee and vendor partner roster lending to a more welcoming environment for all. 

2024 looks bright with the conscious incorporation of these values in planning strategies, curating events that not only entertain and educate but also promote a sense of harmony and representation among all attendees. Clients will expect to see diversity in our content, programs, and workshops, creating a safe place for attendees to share their experiences. 

Diversity will not stop there: every element will be more inclusive, with the event staff, food and beverage options that cater to different dietary or non-alcoholic needs, gender-neutral restrooms, and technological advancements that will allow for an inclusive and accessible event experience for our neurodivergent individuals. 2024 will be a coming together to celebrate and learn, creating an enriching experience for everyone involved.

Location, location, location. Americans are traveling at record numbers. Everyone has seen the news reports from all over the world but here in the U.S. as well.  

Couples are looking outward for their big day. It’s not enough to have a local wedding—they want to get out and explore! And so do their guests. We are going to continue to see the upswing in destination weddings. More and more couples are seeing this as an attainable option, especially since during COVID, it became the norm for certain family members and friends to not be able to attend the wedding, even if it was local. This has freed up the minds and creativity of couples, who are no longer bound by the idea that “everyone” must be invited. 

With this new mindset, there will be more freedom in options that the couples are looking for. Beachside, rooftop, unique menus, interesting entertainment, and experiences not only provide a wow effect but a memory their guests will have forever. 

This also includes what were set-in-stone traditions. Spirituality is on the rise, and I’m starting to see weddings combined with retreats and ceremonies conducted by shamans that connect people on a deeper level. The world is our oyster!