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“A great story is the key to a Millennial’s heart,” according to Andrew Freeman. The younger generation has been marketed to so intensely, it’s no wonder they desire authenticity and backstory.
For meetings: Think of the meeting flow as a story, and know the story you’re telling. Create a networking event with a “backstage” theme and work with your venue to weave behind-the-scenes elements and interactions into the event.
Among the buzz words for planners and marketers in 2015, says Andrew Freeman, are participation and personalization—the Millennials’ desire to know and be known.
For meetings: Hit both desires by giving attendees a way to get in on your agenda—or menu—planning, even if it’s a small piece.
“Caterers are finding their voices and their niches,” Freeman says. “They can’t be all things to all people.” In other words, “the days of saying yes to whatever a client wants are gone. Instead, companies are developing and marketing specific styles they can become known for.”
For meetings: It’s what F&B articles have been preaching for years: Don’t just order off the banquet menu. Work with the chef’s own creativity and passions to develop your tastiest (and most cost-effective) meal options.
Andrew Freeman says next year’s egg is scrambled, and it’s showing up on dinner menus. Savory pancakes in many varieties are flipping onto dinner plates, too. The latter also play into the ethnic trend, since every culture seems to have its take on the pancake.
Photo: Madeline Janning
Freeman correctly pegged this year’s ice-cream sandwich trend. for 2015, it’s soft-serve ice-cream that is popping up on dessert menus nationwide, he says.
For meetings: Pull out that soft-serve machine, and don’t forget the toppings bar—you might even consider themed or branded toppings.
Over It: Beets
Still Kicking: Cauliflower
Up Next: Radishes!
Over It: Asian Fusion
Still Kicking: French
Up Next: Spanish
User feedback and personalization is a huge trend in the hotel world. Freeman cited Marriott’s Travel Brilliantly Web site, where travelers submit ideas and Marriott actually implements the most popular ones. (Visit now to submit your idea for making lobbies more dynamic.)
Marriott’s new European hotel brand, Moxy, features an Instagram wall (pictured) showing an ever-changing collage of guests’ best photos #atthemoxy.
Freeman likes the “Pin.Pack.Go” program from Four Seasons: Guests create a Pinterest board, leave a comment on the Four Seasons overall Pin.Pack.Go board indicating which hotel they’re visiting, the hotel follows the guest and the guest follows the hotel back, enabling the hotel’s local experts to pin insider recommendations.
For meetings: A few shared, pre-conference Pinterest boards related to educational or collaborative aspects of your agenda could be a cool new way to engage attendees.
It’s like the slider trend, but with drinks: Half-size cocktails such as “mini martinis” allow guests to sample more options.
“Sour” is the taste of 2015 (replacing “umami,” according to Freeman). Look out for foods that literally make your mouth water, such as mustards, pickled vegetables, and kimchi. They’re great for cutting the richness of a juicy burger.
Photo: E&O Asian Kitchen
Big-time chefs are opening eateries in secondary cities, where they are more affordable and serve less-jaded audiences, says Freeman, who cites openings in Asheville, N.C.; Athens, Ga.; Oakland, Calif.; as well as San Antonio, Minneapolis, and Savannah.
For meetings: Now there’s a reason beyond budget-savings to put smaller cities on your site-selection lists.
Photo: The Florence, Savannah, opened by Chef Hugh Acheson
Freeman said “tree-free toilet paper” was big at the Sundance Film Festival this year. (It comes from Nimbus Eco sustainable paper products company and is made of bamboo and sugarcane.) Marketing tag: “Your butt doesn’t care.”
For meetings: Incentive-earning butts might care (Nimbus Eco says it’s super soft, though!)
Photo: Nimbus Eco
It started with dim sum carts, Freeman says, but you can expect to see “meticulously plated dishes move around venues on custom-made carts” in 2015. Giada DiLaurentiis is a fan: At her new restaurant in Las Vegas, she offers an “Italian dim sum” brunch, with the goodies wheeled on carts she designed.
For meetings: Theme the carts and you’ve got a winner.
Photo: Kirin Court, Dallas
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