The power of the senses: embracing taste at your event

Food & catering

The first thing that naturally comes to mind when we think about taste in events is the food that’s on offer – and for good reason. No longer just because ‘the guests will get hungry’, food has become an integral part of many events due to its ability to both enhance and change people’s mood and feeling.

From buffet style pick me ups to elaborate private dining, food can take many forms at events, yet there are many things to take into consideration in order to get it right for all guests in attendance.

Naturally, when we’re talking about the taste, it’s important that the food on offer does actually taste good! While working with caterers for your event so you can try dishes beforehand is a good way to ensure a great taste experience, it’s also important to remember everyone has different likes and dislikes, so variety is also key.

This is particularly important when it comes to making sure everyone in attendance feels included. Ensuring a variety of vegan options and providing a variety of non-alcoholic drinks options too is a great way to make everyone’s taste experience at your event a positive one.

The visuals of taste

Taste is a sense that is rarely enjoyed in isolation, however. Our sense of sight and how we physically perceive food and drink just before we consume it plays a vital role in how we actually perceive the taste of what we are eating.

Numerous studies have found that much like the colour of our surroundings, so too does the colour of the food we eat affect the overall taste. Even aspects such as the shape of the food has been found to change our perceptions of taste, with more rounded-shaped foods exhibiting a slightly sweeter taste than those not.

To take it one step further, look for ways in which your brand can be incorporated into the taste experience itself. Our Independence Day event here at the Royal Society of Chemistry at Burlington House for example saw food stations adorned with the American flag, as well as American-themed plates and cutlery.

Connecting your brand to the food on offer therefore is a powerful way to connect your attendees’ positive emotions to that of your brand.

A multi-sensory experience

Visuals are important, but taste also relies on other senses – food after all is a multi-sensory experience.

The goal therefore is to create a culinary experience that is not just appealing but also reinforces the overall theme of the event.

If you don’t want the smell of the food to be the primary focus, consider items such as scented candles to help complement the flavours on the plate. Similarly, when it comes to touch, what type of utensils are being used – or are you offering food that requires your attendees to use their hands as part of the experience?

Ultimately, it’s all about getting the right balance, and getting it right ensures great tasting food and an even more memorable event for all in attendance.

Here at the Royal Society of Chemistry at Burlington House, we are dedicated to helping you bring your event to life by incorporating taste into the event experience. From our award-winning in-house caterers to a variety of different dining options, we can work to help make your event a truly multi-sensory experience.

Download our brochure or get in touch to learn more about our venue and how we can help you create stunning events that will leave a lasting impression on delegates and guests.