Keeping up with changing tastes6th February 2026 | published by Paul Colston SHARE

Gary Waugh, head chef at Hilton Glasgow explores what event organisers should consider when choosing a venue, ensuring its F&D offering meets evolving expectations while maintaining quality, profitability and creative flair. Food and drink (F&D) has always been central to human connection – and in the meetings and events world, they’re now a statement of brand, culture and values. Today’s delegates expect more than flavour; they want authenticity, sustainability and experience. F&D has long been at the heart of human connection. From early hunter gatherers forging alliances over shared meals to medieval banquets symbolising power, status and wealth; it has always played a role far beyond sustenance. In today’s world of meetings, incentives, conferences and events (MICE), F&D serves as a statement. It sets the tone, shapes first impressions and, when done correctly, can be the difference between a good event and a great one. Whether it’s a networking breakfast, gala dinner or a working lunch, what people eat and drink has become an integral part of the delegate experience – one that tells a story and leaves a lasting impression. But guest expectations are shifting rapidly, shaped by evolving attitudes around health, sustainability and global culture. Today’s guests expect more than good food – they want a complete experience, from what the food is, to where it comes from. And meeting these expectations is no mean feat. Modern F&D professionals are expected to be artists, engineers and diplomats all at once. Take menus, for example. The ability to cater to all diets, including vegan, vegetarian, gluten-free, halal or allergen-sensitive, isn’t just considerate – it’s essential. Guests increasingly expect natural, sustainable ingredients and bold, global flavours. When done with skill, these considerations feel effortless, and when the dining experience hits the mark, it keeps guests coming back. However, F&D is a journey, and even a single misstep can disrupt the overall experience. The MICE industry is no stranger to curveballs, whether it’s a last-minute change, unforeseen dietary restrictions or shifts in headcount. The ability to adapt quickly – without compromising quality – is a defining advantage. And the key is preparation. At Hilton Glasgow, we use what we call ‘nourish bowls’ – customisable bases paired with various protein options. It’s a simple yet effective solution that caters to dietary needs, maintains speed without compromising on flavour. While protein choices may vary, the attention to detail never does. Strategic F&D planning isn’t just about flavour though – it directly impacts delegate engagement, event reputation and operational efficiency. Venues with well-trained staff ensure the right dishes reach the right guests, reducing risk of cross-contamination; a non-negotiable in today’s health-conscious society. This attention to detail comes from our people and we’re passionate about promoting culinary talent from within, supporting apprentices and giving our chefs the chance to innovate and lead. By investing in the culinary leaders of the future, we ensure our team has the creativity and confidence to deliver at the highest level – even under pressure. Then there’s the financial balancing act. Guests don’t just care about what they eat – they care about where it comes from and how it was made. As the demand grows for healthier and more ethical food options, event organisers must evolve without compromising cost control or efficiency. That means building menus that are flexible, forward-thinking and minimise waste. Provenance isn’t just a buzzword, it builds trust. Whether it’s sourcing locally or prioritising low-waste operations, F&D plays a key role in an event’s sustainability considerations alongside Travel with Purpose, Hilton’s strategy to drive positive impact and deliver lasting value. Luckily, the digital age offers new tools meaning innovative solutions are never far away. One of the ways we’re tackling the problem is by partnering with *Winnow, a best-in-class brand that develops AI tools to help chefs run leaner, smarter kitchens by cutting food waste in half. The Winnow system helps us understand consumption patterns, helping our kitchen fine-tune portion sizes, reduce overproduction and make data-informed adjustments for future events. Menus that prioritise seasonality and reduce carbon footprint resonate deeply with today’s attendees. Integrating sustainability into the dining experience – through smart bins or other eco-conscious considerations – sends a powerful message about businesses values and shows delegates they’re being considered at every level. We also use Kitchen CUT, a comprehensive menu management tool that ensures consistency for our delegates and for the teams producing at scale. This technology supports operational excellence, helping our chefs maintain the highest standards across every event. This commitment to excellence has been recognised at the highest level with Hilton Glasgow recently named ‘UK & Ireland Hotel of the Year 2025’ at Hilton’s Europe, Middle East and Africa Awards – a testament to the team’s dedication to innovation, sustainability and delivering culinary experiences across events. In an industry where first impressions and final touches shape reputation, F&D remains one of the most dynamic tools for elevating guest experience. More than that, it’s a living, evolving artform – one that reflects your values and responds to changing expectations, redefining what success looks (and tastes) like in today’s events landscape. *Winnow develops Artificial Intelligence (AI) tools to help chefs run leaner, smarter kitchens by cutting food waste. The technology automatically tracks food waste in commercial kitchens using computer vision. This gives kitchen teams daily insights that help reduce overproduction, improve planning, and cut costs.