Beyond the Menu: How Catering Shapes Brand Perception

Sara Flaksbard

When a brand invests in a launch, gala or product showcase, every detail is intentional. The venue, styling, lighting and florals all work together to create a distinct impression. Yet catering is often treated as a logistical necessity, rather than a strategic part of the experience. We see it differently. Catering is not simply food service; it is an extension of the brand itself, and one of the few elements guests remember long after the event ends.

Of all the sensory moments at an event, food leaves the most lasting impression. It is tasted, photographed, admired and talked about. Guests may forget the run sheet, but they remember how the experience made them feel and what arrived on their plate plays a defining role in that memory.

Our Events in Colour campaign draws inspiration from the signature palettes and personalities of the brands we partner with. For the launch of Creed’s Eladaria fragrance at Machine Hall, each canapé and course reflected the perfume’s composition - a rose garden at dawn translated into Glacier 51 toothfish, alongside a vanilla and pandan mousse with a mandarin centre inspired by the fragrance’s citrus top notes.