Bri Martin, Senior Marketing Manager, Butler’s Pantry
Mandatory team events and parties once served as a key employee engagement tactic for corporations. After work happy hours, pizza party lunches, and summer picnic outings may not serve today’s workforce, and there is a new set of rules for engagement. Employee preferences have changed in our post-pandemic world, especially for younger employees. Time is valuable, and businesses must adapt to offer events that reinvigorate their teams and that are authentic, inclusive, and focus on impact. As caterers, we have an opportunity to help reshape team culture by assisting companies in curating unique food experiences that bring people together.
Incorporating interactive lifestyle elements to foster personal growth opportunities for employees
As teams are shifting back to in-office work, there’s a great opportunity for companies to re-engage employees in person to build company culture. A recent Forbes article states, “research shows that employees who feel connected to their organization’s culture are four times more likely to be engaged at work and nearly six times more likely to recommend their workplace to others.” Employers are looking for ways to engage employees outside of meetings, and corporate event planners have an opportunity to provide solutions to assist in the ideation of creative events that bring teams together and provide a lasting, positive impact.
Director of Beverage, Ryan Manka, using a Tibetan Singing Bowl to mix a cocktail.
There’s an opportunity to think beyond the standard mix and mingle happy hours of the past to foster togetherness with employees. Encouraging movement as well as incorporating interactive lifestyle elements can alleviate the awkwardness that can sometimes come with off-site company events. For example, at Butler’s Pantry, we facilitated a five-senses event, where guests rotated in small groups throughout interactive food and beverage stations. At one station, a cocktail was “mixed” using the resonance of a Tibetan Singing Bowl. Guests who ordered that cocktail not only left with a delicious drink, but also had a chance to learn about the benefits of a Tibetan Singing Bowl, typically used for sound therapy and meditation. By incorporating the singing bowls, guests were introduced to something new that could lead to further exploration in their own personal time and positively contribute to their life, both at work and beyond.
Surprise and delight moments create excitement in the everyday
While an off-site event is a great opportunity to bring the team together, smaller surprise and delight moments in the office can foster joy and build culture without a huge investment of time or budget. In fact, many employees would prefer not to have to invest additional time outside of work into connecting with their team. For example, suggesting clients host an event at the office for a 30-minute break from the day can feel like a reward rather than a requirement.
Companies are now thinking beyond the surprise pizza party for lunch. At Butler’s Pantry, we recommend surprise and delight moments that play into the seasons or current trends to bring the whole team together. For example, maybe it’s a mobile spritz cart or a popsicle garden for summer. Play into online trends with a pop-up pickle party that’s trending on social media or host a midday charcuterie “snack hour” with lawn games to break up a normal day at the office. When people feel like the event was curated for them, attendance is met with enthusiasm over obligation. Caterers can encourage clients to ask their employees through a survey or listen to what team members talk about during their breaks to create surprise and delight moments through food and drink. For example, if you notice employees are obsessed with their morning matcha lattes, maybe host a short matcha-making class as an afternoon break.
Custom personalization strengthens connection
A company’s sense of identity is integral to the success of its team. Having a clear vision for their work gives employees a place to ground themselves, boosting their pride and engagement within their team. Caterers can look for opportunities to incorporate client personalization as a way to deepen employees’ relationships with their employer. At the same time as the caterer, it helps to solidify the relationship with the client beyond a standard catering drop-off. Through thoughtful culinary elements, clients can showcase pride for their company by incorporating their color palette, brand story, or subtle nods to the day-to-day work of the team.
(Left) Strawberry Balsamic and White Pepper Martini with Pink “Champagne” Foam; (Right) Salted Cracker Carmel Old Fashioned.
Personalization can be woven through many details at an event, giving the client a chance to connect with their team at every turn. Playful nods with food and decor elements allow teams to see that their employer acknowledges their work and takes pride in the business. For example, Butler’s Pantry created a personalized signature cocktail menu for a local ice cream brand’s event. The ice cream company focuses on quality as well as unique flavors, so the Butler’s Pantry team used the ice cream flavors as inspiration for the event’s signature cocktails, providing a meaningful, unforgettable detail for everyone who attended the event.
Offer experiences that are inclusive for all
It’s important to ask the client the right questions to get a holistic understanding of the employee audience. For example, if a client has a multi-generational team, look for events that are inclusive to all and offer opportunities for flexibility while also fostering connection, personal growth, or learning.
A non-alcoholic drink can be just as stunning as a regular cocktail.
For example, caterers should have robust offerings for sober or sober-curious attendees. At Butler’s Pantry, we have seen a rise in mocktails and full non-alcoholic bars, but also applying the same creativity and excitement around these programs as traditional signature cocktail menus. For example, maybe it’s an elaborate soda station with syrups and garnishes to make “dirty sodas.” It’s important to allow employees to partake in the fun without having to compromise the experience. Having delicious options no matter the ABV gives guests the chance to be a part of the fun while not compromising on experience.
Caterers have an opportunity to do more than just feed clients’ teams. They can help foster workplace culture through food experiences. Whether it’s through immersive moments, strong personal ties, memorable entertainment, or an authentic use of trends, catering professionals can be a valued partner for corporate clients to ensure their investment in their team results in increased engagement and overall team satisfaction.
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