There are farmers markets in every town. Cooking shows are all the rage. And more than 168 million images are tagged #food and shared on Instagram. It’s clear: We’re in the age of the foodie.

So it’s no wonder Americans are seeking better food at every event they attend, from networking happy hours to massive conferences. In fact, 62% would go to an event just for the food, and 77% say food is important when attending any public event.

Gone are the days when nachos and hot dogs would satisfy attendees at festivals, conventions, conferences, and even sporting events. Today, if your event doesn’t have a gourmet taco truck or a craft beer sponsor, it’s woefully passe.

In fact, if your food is subpar, attendees will remember — and won’t bother coming back. 66% of Americans remember a bad meal they’ve had at an event — with 56% revealing they would never go back to an event that served bad food. On the other hand, 80% say they’re more likely to go back to an event that served good food.

The first step to becoming an event known for its stellar bites? Getting to know what delights modern foodies.

Curating and catering food experiences that become part of your event’s reputation is a fine balance between being on trend and breaking the mold.

Ultimately, your mission is to create experiences that will please the palates of attendees but also transcend basic.

Create a catering menu that considers foodie favorites

The food world is constantly shapeshifting. “There’s definitely a niche interest in food restrictions right now,” says Candace Price, the regional event director for iHeartMedia, where she manages food events nationwide. “We get a lot of questions about gluten-free options.”

But she also remembers how gluten-heavy artisanal mac and cheese was all the rage just a few years ago. In her 18 years dreaming up big event ideas for iHeartMedia, Price has personally witnessed the rise and fall of many foodie trends. She says, “No one liked Brussels sprouts. Now they’re a thing. Kale, quinoa — people didn’t even know what they were until recently. Only bacon stands the test of time.”

According to our research, here are a few of the biggest trends happening in the foodie world right now:

• Organic, healthy food and locavore options: These are foods made with local, seasonal ingredients.
• CBD infusions: With CBD the buzzword of the decade, infusing your event’s food with this non-intoxicating ingredient is a surefire way to draw attention and attendees. Just make sure to use CBD from hemp that follows federal regulations to avoid any legal issues.
• Zero-proof cocktails: From Bon Appetit’s hip new brand Healthyish to the New York Times Style Magazine to USA Today, everyone’s jazzed about booze-free cocktails.

To hit the sweet spot, create a menu that’s half tried-and-true classics and half innovative fare.

Craft experiences foodies crave

People love events for the chance to taste new foods and sample novelty items in small doses. But for at least 55% of Americans, sharing with friends is a compelling part of the experience.

Annye DeGrand’s team at Octagon, an event production company that operates the BITE NW Arkansas food festival, focuses on creating experiences attendees can’t have just anywhere. In recent years, this has included activations like:

• Bringing in a Bulleit trailer to create an intimate pop-up space where people can stop in and meet a well-known chef
• Curating an evening “Chef’s Table” experience, where regional James Beard-recognized chefs conduct hands-on demos for attendees
• Teaming up with the local Boys & Girls Clubs to host a children’s cooking program for 100 kids at a time, inspiring permanent learning within a fun festival atmosphere

You don’t have to host a food festival to create a unique food experience at your event. You can partner with sponsors at your conference or tradeshow to bring some of these ideas to life, or host an afterparty designed with both your attendees’ preferences in mind.

For Price, the events she creates for iHeartMedia cater to a lot of different demographics, so the formats reflect that diversity — beer festivals, wine tastings, and Taste of Music City, an event series that highlights restaurants within different urban areas.

Price, too, will often invite a local chef to cook live at an event. “People love cooking shows,” she says. “This is like a cooking show where they can interact with the chef while he’s at work. It makes for a unique and lively experience.”

You may or may not have a local chef in mind to invite, or perhaps you have other creative ideas about how to build memorable experiences. DeGrand’s advice is to “find partners who see your vision, and get their buy-in.”

74% of Americans are sure to show up to an event if they know the food served will be good. Dreaming up delicious experience is the first step to get them to yours.

The next step? Logistics that leave everyone fed and happy, so no one goes home hangry. After all, even something as simple as a swamped buffet at a conference can ruin the experience for attendees.

That means you must balance the reality of your budget and venue constraints with hiring a stellar food partner or caterer who can bring it to life. Here’s how.

Balance your food budget against your vision

Reality check: You have a budget. In fact, Eventbrite’s 2019 Pulse Report found that 41% of event professionals consider food and drink a top budget item. Keeping your catering costs within a reasonable margin is critical.

You don’t necessarily have to compromise on your vision, though, if you think creatively. For instance:

• Organize a self-serve event like a buffet or food booths that will require fewer waitstaff. Serve-yourself buffets and DIY bars are popular these days, and attendees are willing to wait in line if the food is worth it — 84% of Americans would wait up to an hour and a half to try the latest food trend.
• Embellish a basic meal with an elegant pairing or an extraordinary dessert. Your attendees will remember the most impressive dish, even if the rest of the fare was standard.
• Serve tapas rather than a full meal. Half (50%) of Americans prefer to eat small bites at an event, while just 19% prefer a large meal. You can also time your event between standard meal times to make sure smaller bites (think tapas) will suffice.

These are all perfectly acceptable ways to keep your budget down. But there are ways that aren’t acceptable to attendees — logistics where you can’t afford to cut corners.

Find the right partner for your catering ideas

Choosing a caterer or food partner is a critical decision, not only to stay on budget, but to execute the best possible experience for attendees. So where to start?

As you’re evaluating caterers, here are some key things to keep in mind:

1. 1. Be specific about what you need. But leave room for the caterer to exercise their expertise and creativity. You’re looking for a creative partner to elevate your event, not a line cook to pump out  500 hot dogs (unless you are). 
   2. Choose caterers who align with your event’s vibe. If the caterer specializes in black-tie affairs, but you’re organizing a square dance, it might not be the right fit. Every caterer has a comfort zone.
   3. Look for flexibility. Many caterers come with standard menu selections. You’re limited to canapes, crudités, and cannolis. You might have other ideas or special requests. Ask if they can accommodate.
   4. Inquire about a tasting menu. Not all caterers offer this option, but if it’s available, tasting the food in advance will give you deep insight into whether this will be a good fit.
   5. Look beyond the food. You’re hiring for the cooking, yes. But your caterer will likely provide services such as wait staff and cleanup as well. Interview around these skill sets up front.

In addition to asking questions, do your own research. You wouldn’t try a new restaurant without reading reviews or asking a friend. The same goes for caterers. Online reviews and referrals from peers are invaluable.

Keep the foodie spirit alive all year long

One of the biggest mistakes annual events make is to only advertise in a short period of time leading up to the event. But people have to eat every day. Keep your event alive in their minds throughout the year, and when it comes time to register, they’ll be primed to jump in.

BITE, for instance, hosts pop-up events with local culinary partners throughout the year. At a local brewery, DeGrand’s team might sponsor a “free beer on us” night. BITE buys everyone a drink in hopes they’ll attend the festival. These small, organic, grassroots events help get the word out and build a brand that goes beyond three nights in June.