Evolving food and beverage expectations The comfort food comeback
Results are in and the attendees want … comfort food. After reviewing their feedback and Hilton’s latest Trends Report, some of the best minds in event planning at Hilton determined that the old standbys like Caesar salad, a turkey wrap, or a club sandwich with fries are sometimes exactly what folks are craving after an engaging day of sessions, keynotes, and networking.
In our effort to innovate and accommodate dietary and cultural preferences, we had leaned too heavily into niche menus in the past, and we heard about it loud and clear from our attendees. While we absolutely adore a gluten-free grain bowl or veggie burgers, we underestimated how much conference-goers miss the comforts of home while they’re away for a few days. It appears that it’s possible to swing the pendulum a little too far, and it turns out that our efforts to please and accommodate everyone were impacting the overall conference experience.
Balancing innovation with familiarity
Feedback from a conference two years ago provided us with very clear direction for future menu planning: attendees overwhelmingly prefer familiar, comforting options in addition to innovation in F&B —think roasted chicken, BBQ, pasta (mac and cheese!), simple salads, and sandwiches. In our enthusiasm to innovate, we leaned too heavily into vegan dishes, global flavors, and trend-driven items like milk and grain alternatives. The response was clear—and not in our favor. The survey results made it evident that we missed the mark. But we’re event planners. We listen, learn, adapt and redesign!
The comfort comeback in action
We put this insight into practice at the recent All Suites & Focused Service Leadership Conference, one of our largest events of the year, held in September. Working with two food and beverage teams—one at the Orange County Convention Center and another at Hilton Orlando—we designed menus that were simple, familiar, and comforting. After tastings, adjustments, and collaboration, the results were outstanding.
Picture this: oven-roasted chicken, flavor-packed penne pasta, hearty sandwiches, crisp salads, and grab-and-go options. The outcome? Food and beverage survey scores exceeded expectations, with more than 80% favorable feedback. Sometimes, returning to the basics is the most innovative choice.
A surprising discovery in aisle 7
Another interesting insight from the Hilton 2026 Trends Report revealed a strong interest in exploring local grocery stores during travel. What may feel routine at home becomes a unique experience in a new city. In fact, more than 70% of respondents expressed interest in visiting local markets and grocers.
To bring this to life, we have started incorporating it into our planning. This includes building time into schedules for market visits and sourcing grab-and-go items from local grocers. It is a simple way to connect attendees with the local culture and add an authentic touch to their experience.
Takeaways for fellow planners
Here are a few practical tips we recommend:
- Share menus in advance so attendees can plan and look forward to their meals.
- Offer inclusive options that mirror the main meal. For example, provide a gluten-free bun for the burger everyone is enjoying or a vegan interpretation of BBQ when pulled pork is on the menu.
- A classic breakfast is always a success. Bacon and eggs remain a reliable favorite.
At the end of the day, comfort food connects us no matter how far from home we are. In the ever-evolving world of event planning, sometimes innovation means circling back to the basics. Because after all, a good meal should do more than fill you up; it should make you feel at home.