WHY DELIVERING WORLD-CLASS F&B AT EVENTS LIKE THE PARIS OLYMPICS MATTERS

Written by Simon Wright 

Recent criticism of the quality, diversity and cost of food and beverage at the Paris Olympics shines a light on a few key issues when it comes to the delivery of F&B at major international events. 

As well as spectators complaining about “terrible food” and being served “food usually found in American sports stadiums”, according to The Times, the Athlete’s Village was plagued with reports from international media highlighting a surprisingly low standard of food at what was initially branded as  “the world’s greatest restaurant” showcasing French gastronomy.  

Admittedly, the sheer scale of a project like this—spanning numerous stadiums across the French capital—and the high expectations for sustainability, diversity, and quality, presented clear challenges

However, we can’t help but reflect on the significant opportunities missed by not aligning the event's calibre with equally exceptional F&B offerings, as well as the potential damage to the nation's credibility as a food destination. Below are a few reasons why getting the F&B component right at international events is so important. 

F&B IS CENTRAL TO THE GUEST EXPERIENCE

No matter the purpose of a major international event, whether it’s a highly anticipated sporting event like the Olympics or a high-stakes climate summit, the meals and drinks shared among guests are central to the overall experience.  

In addition to food quality, venue design, service style, customer flow, available public space, experiential dining elements and more all play a vital role in shaping the atmosphere and all-important social element that accompanies all of these events, significantly enhancing or detracting from its impact. 

Beyond the obvious need to keep large crowds fed and hydrated, it’s crucial to provide attendees with opportunities to connect with others in places that are special.

It’s so often in the restaurants and bars within an event’s ecosystem where lasting memories are made, fostering a sense of community for attendees and participants. 

Even the best event experiences can be seriously undermined by poor food offerings, such as inadequate healthy and vegetarian options; insufficient variety for diverse cultural preferences; an imbalanced selection of alcoholic and non-alcoholic beverages; overcrowding; and, limited affordable pricing options, all of which can detract from the event's magic.  

The Current State of F&B at Major International Events 

F&B QUALITY IMPACTS EVENT PERCEPTION 

Despite promises that France's famed gastronomy would be showcased on a scale never before seen, many athletes have complained of small portions, lack of flavour, insufficient protein, and inadequate pasta servings since the cafeteria in Saint-Denis opened. 

Despite the event’s major sporting highlights, many will still walk away with memories of the event’s poor F&B offerings.  

Ultimately, F&B needs to be a key element of an event’s strategy and not an afterthought. The game has now changed, and the standards are much higher. Organisers who ensure their food and beverage offerings are beyond reproach, both for participators and guests, not only protect themselves from criticism but also create strong positive sentiment that can support their wider agenda.  

F&B HAS THE POWER TO COMMUNICATE EVENT VALUES 

The way food is planned and delivered at an international event speaks volumes about an organiser’s values and mission. 

When we provided F&B services at COP28, sustainability was a key consideration that underscored the event’s purpose and core pillars. As well as launching the world’s first vegan food truck park, delivering the event’s most sustainable offering to date, with 1.5-degree-aligned menus, supported the event's agenda by creating consistency with its messaging and activities, strengthening its purpose. 

Similarly, integrating a diverse range of food offerings and accommodating various dietary preferences, tolerances, and budgets allowed us to demonstrate a commitment to inclusivity.  

Delivering F&B at COP28 – The Full Case Study

STRATEGIC EVENT F&B IS A KEY DRIVER OF ECONOMIC IMPACT 

International events like the Olympics positively impact the host city in several ways, boosting the local economy and increasing visibility for participating businesses.  

However, these benefits can be maximised with strategic F&B Master planning. By understanding audience tastes, budgets, and behaviours, and aligning these with the right mix of F&B offerings, profits can be strategically distributed to businesses across the event for the long-term and sustainable impact that lasts far beyond the closing ceremony.  

Without the right strategy, significant risks exist, such as under-catering to certain customer groups, not providing enough high-quality quick-service options that cause service delays and overall frustration among guests, or missing opportunities to attract diners seeking high-end experiences. 

These events also present a unique opportunity to spotlight new concepts, brands and local talent.

For example, when we led the F&B delivery for Expo 2020 Dubai, one of our biggest achievements was being able to bring several new chefs and restaurants to a global audience, allowing them to benefit from this unique level of exposure.  

Read How We Delivered F&B at Expo 2020 

STRATIC F&B AT MAJOR INTERNATIONAL EVENTS 

Through our delivery of F&B services for major international events over the years, including the London Olympics, Qatar World Cup, Expo 2020 Dubai, Formula 1 Abu Dhabi and the UK, and COP28, we’ve learned that a strategic and integrated approach to F&B planning is essential for all major international events.  

With elevated expectations for quality, diversity, sustainability and experience-led dining, it's imperative that F&B offerings reflect the grandeur and importance of these events, allowing organisers to showcase remarkable culinary experiences and avoid the reputational damage associated with subpar quality.