Customisation, design, and science can make group dining an elevated experience. Photo Credit: Adobe Stock/charli (AI generated)
Programmes that focus on bringing people together, such as group dining, cultural activities or sightseeing and luxury travel experiences recently came top of a list of what people want from incentives, in a survey from the Incentive Research Foundation.
Group dining rated particularly strongly among respondents from Europe, emerging as the number one preferred activity, with 60% choosing this, while 43% of those from North America chose dining.
A recent report from Accor has also highlighted how food and beverage (F&B) experiences are no longer an afterthought. It suggests that dining needs to be elevated, and that F&B offerings need to ‘strive to be cultural connectors - serving as a bridge between our guests and the rich stories and traditions of each region’. The study highlights how thoughtful design can also transform dining spaces into more than just places to eat.
Appetite for engagement, connection
Christina Filan, senior operations manager/event management, at The Collective by BCD M&E says experiential dining – where the process goes beyond the meal itself, to feature storytelling, interactive elements and immersive environments – is a growing trend.
“We’ve recently seen planners incorporate local songwriter acoustic performers during portions of the meal for a more intimate yet interactive setting,” she says. “For a personal touch, consider custom drink pairings which give attendees control over the experience.”
Groups can take customisation even further, adds Filan, by partnering with local breweries and distilleries to craft custom products and personalised labels for a signature bottle, while collaborating with local chefs to pair the experience with curated dishes.
Choosing a specific theme for a group dinner not only creates a special ambiance but a memorable one too. Atika Rosli, chief and founder at Beyond Events suggests an ‘Imperial-style’ banquet experience in historic locations, such as Hoi An in Vietnam.
“Guests can dine inside a restored French colonial villa, with dishes once reserved for Vietnamese royalty, such as bun thang (imperial noodle soup) and goi cuon (fresh spring rolls),” she says. “The event is complemented by traditional Vietnamese music and lantern-lit ambiance.”
For group dining in Singapore, Rosli suggests a ‘Hawker Legends Reunion’ theme, where Michelin-rated hawker chefs create a private dining experience, serving local favorites like kaya toast, Hainanese chicken rice and laksa in a recreated food court-style setting.
Filan also suggests blending science with food, where chefs incorporate science into their cooking with DIY food stations that allow attendees to be a part of the fusion.
“Interactive multisensory food stations also encourage guests to engage in each stage of the meal,” she says. “Groups could move through different themed areas with unique experiences or interactive activities.”