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The Cutting-Edge Banquet

How to lure attendees to the exhibit hall -- and keep them there

by Jonathan VatnerDecember 1, 2012

Steak tartare by Benchmark Hospitality

Eating Your Emotions

Great food can surprise, delight and bewilder diners. At the New York Marriott Marquis, executive chef Armando Monterroso and executive pastry chef Steve Evetts are pioneering a concept called Emotional Cuisine, in which dishes are engineered to evoke feelings of curiosity, comfort and even a little guilt.

"Before I create a menu, I ask the customer, how do you want the event to feel?" he says. "Do you want it to be a fun party or something more formal?"

The chefs also designed the menu out of the belief that avant-garde cuisine belongs even in a big-box hotel. Here are some of their most interesting creations.

Spoon of bleu cheese, honeycomb and walnut
Amused: Bleu cheese, honeycomb and walnut, served in a spoon

Comfortable: Aged New York steak with truffled polenta fries and bacon creamed spinach

sea bass and vegetable salad on Himalayan sea salt
Confused: Line-caught sea bass and raw vegetable salad served on a plate made of Himalayan sea salt, cooked tableside on a hot stone

Pacific halibut in olive oil, on sweet potato puree
Guilty: Pacific halibut poached in olive oil, atop sweet potato puree

Curious:
Parsnip cake with "tea air" -- aka foam. 


Photographs: Lara Kastner  

TREND #3 
Restaurant quality In the past, serving groups all at once has prevented banquet chefs from maintaining the level of innovation found in the kitchens of top restaurants. But thanks to technology and increasing flexibility, banquets are getting better at emulating the finest dining experience.

At the Hilton McLean Tysons Corner, for example, the dishes served in the property's restaurant, Härth, are essentially the same as what's on the banquet menu. The trick to mass-producing intricate recipes: "It's a mindset more than a technique," Elder says. "Now we cook in small batches, and the food isn't sitting in a hotbox somewhere waiting to be served. Even for 1,000 guests, I'm not cooking two days in advance."

One technique perfected in top restaurants that helps catering teams cook a flexible menu for large groups is called sous vide, French for "under vacuum." Meats, sealed in plastic bags, are cooked slowly in a hot-water bath. The hotel or caterer can prepare a variety of entrées; if some are not ordered, those can be refrigerated for the next event without loss of flavor.

"In the old days, we'd give people a choice for their plated dinner," Guy Rigby of Four Seasons says, "and we'd have three or four courses in advance to get things prepared. Today, the technology in kitchens lets us turn around the menu much faster."

Molecular gastronomy, cooking techniques that rely on chemistry and physics to create new textures and flavors, has been used in restaurants since the 1990s. Now it's appearing in banquets for 1,000 or more guests. Jackson, for example, sets up a Champagne station with a selection of "stable foams" -- aka decorative bubbles -- in fruity flavors such as peach and raspberry to float atop the beverage. Also, by jelling droplets of watermelon juice, he makes "caviar," which gives a sweet kick to ceviche.

"When molecular gastronomy got hot, the techniques were closely guarded by chefs, and you'd have a hard time getting the chemicals you needed," Jackson explains. "Now you can find the cooking technique displayed on YouTube and buy the ingredients from broadline food providers."

Banquet menus are getting more adventurous in response to the expanding palates of many meeting-goers. Hopkins sees Korean food as a trend; the Houstonian recently introduced a Korean short rib on kimchee, the fermented cabbage that is becoming popular, largely thanks to its health benefits.

Caterers aren't borrowing only from fine-dining restaurants. Just as the trendiest casual lunch spots do one thing really well, whether meatballs or lobster rolls, Four Seasons is stripping away the excess options on the lunch buffet and focusing on, for example, a carefully prepared sandwich. That one item can be far more appetizing, Rigby says, than a line of chafing dishes.

Street food is hot right now, according to Rigby. People aren't eating traditional American lunches at work anymore, instead picking up takeout from an ethnic restaurant or a food truck. When they come to a meeting, then, sitting down to a three-course lunch feels anachronistic. Instead, a Four Seasons hotel might serve up fish tacos or Thai street food that attendees can eat while walking.

"When people break out of a meeting, the first thing they do is take out their phone and return e-mails," Rigby notes. "They're happy to pick up food and go off into a corner. There's a much greater blending of work and eat."

Mobile munching is most prevalent at breakfast, when latecomers will bring a muffin and coffee into the meeting room. Sometimes they'll dodge the breakfast setup entirely and pick up a latte at a nearby Starbucks. In response, Four Seasons has begun staffing prefunction space with baristas. If attendees want an espresso drink, they can duck out of the session for a moment and get their pick-me-up.

"In the office, people tend to gather around the water cooler or photocopier and chat," Rigby says. "Off-site, people like to chat around a coffee bar."  


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