In-booth food and beverage experiences aren’t just about satisfying hunger pangs — it’s about feeding curiosity, fueling conversations, and turning attendees into fans. Let’s face it: people love free food and drinks. But the trick is using it as more than a snack break. A well-crafted F&B experience can turn your booth into the place to be at a trade show.
We sat down with Michelle Alilovich, Business Development Manager at Crepes a Latte, to get the inside scoop on what any great food and beverage partner should bring to the table. From creating lines (but not too long!) to turning lattes into logos, here’s how to serve up a winning in-booth hospitality experience.
Wanna skim the article? Use the links below:
Food: The Fastest Way to Someone’s Heart (and Your Booth)
Customization Is the Secret Sauce
The Line Between Success and Disaster — Literally
Sip Selfies? Oh Yes, It’s a Thing
Turn Your Hospitality Into a Brand Ambassador
Cheers to Inclusivity: Non-Alcoholic Options Matter
The Smiling Barista: Your Booth’s Secret Weapon
Aromatherapy for Booth Traffic: The Power of Scent
Leave the Logistics to the Pros
We help brands establish relationships on the trade show floor through experiential hospitality because food is a great connector. In short, we’re connection specialists.
Food: The Fastest Way to Someone’s Heart (and Your Booth)
“Food is the way to people’s hearts,” says Michelle.
There’s something about a fresh latte or a warm brownie that makes even the busiest attendee stop in their tracks. A great F&B partner knows this and uses it to draw people in. It’s not just about the coffee — it’s about creating a moment. Whether it’s a gourmet espresso, smoothie station, or snack bar, food offers a natural reason for people to stop by, giving you the perfect opportunity to start a conversation (and maybe snag that business card).
Remember: You’re not just offering refreshments — you’re offering an experience.
Customization Is the Secret Sauce
A generic food station? Yawn. The best F&B partners know that personalization is the secret sauce. The secret sauce (or syrup, if you will) is customization. “We work with you to create a customized experience that matches your brand’s goals,” says Michelle. Take Modisoft, for example. When they launched new software at NACS, Crepes a Latte didn’t just set up a coffee bar — they integrated the coffee experience into Modisoft’s tech, allowing attendees to order custom coffees using the new software. Soy milk? No problem. Decaf? Of course. It’s about more than just filling cups — it’s about filling minds with your brand story.
The Line Between Success and Disaster — Literally
Let’s talk about lines — yes, lines. While most of us dread them, in the world of trade shows, a well-managed line can be your best friend. “Lines create mystery and FOMO,” says Michelle, “but there’s a sweet spot.” Too long, and you’ll scare people away. Too short, and you might look, well…boring. The trick is finding the perfect balance, and that’s where expert partners come in.
The best F&B partners know how to speed things up or slow them down based on your needs. Need a little extra time to chat with prospects? Slow the line. Want to keep things moving and keep the energy high? Speed it up. Either way, that line is more than just a queue — it’s a golden opportunity to engage and qualify attendees while they’re waiting.
Sip Selfies? Oh Yes, It’s a Thing
What if your latte could literally have your face on it? Enter the “Self-accino,” where attendees take selfies that get printed onto the foam of their latte. Yep, that’s a thing. It’s these kinds of brandable, memorable moments that take your hospitality game to the next level. Whether it’s personalized coffees, mocktails with vapor effects, or nitrogen ice cream, these experiences are designed to be talked about — and shared (hello, Instagram).
Turn Your Hospitality Into a Brand Ambassador
Your food and drink experience shouldn’t just be tasty — it should also be a reflection of your brand. A great F&B partner will integrate your messaging into every detail. This can be as simple as serving lattes in branded cups or as immersive as having the staffers weave your company’s story into conversations as they serve. And here’s where the power of hospitality really shines: Tracking technology shows that hospitality stations are consistently the most visited area in the booth. In other words, your hospitality experience isn’t just a pit stop — it’s a magnet for traffic.
Here’s the real kicker: According to Michelle, about 70% of people who stop for a coffee or treat stay in the booth to explore additional parts of the attendee journey. It’s more than just a quick bite — it’s an opportunity to turn that brief moment into a deeper connection with your brand.
Cheers to Inclusivity: Non-Alcoholic Options Matter
While an open bar might sound like a fun idea, it’s important to remember that not everyone drinks alcohol. “Inclusivity is key,” Michelle emphasizes. Crepes a Latte, for instance, offers high-quality non-alcoholic options like mocktails that are just as exciting as their boozy counterparts. Making sure there’s something for everyone ensures that no attendee feels left out, and that the experience is as welcoming as it is memorable.
From Hangry to Happy: Nailing Your Food & Beverage Strategy
For more about the F&B strategy, including inclusivity, check out From Hangry to Happy: Nailing Your Food & Beverage Strategy, with insider insights from Tracy Stuckrath, Founder of Thrive!
The Smiling Barista: Your Booth’s Secret Weapon
At the end of the day, the success of your in-booth experience rests on the shoulders of your staff. “Hospitality staff can make or break the experience,” says Michelle. And she’s right. A warm smile, genuine interest, and eye contact can make attendees feel welcome, seen, and appreciated. It’s not just about handing over a latte — it’s about creating an interaction that leads to a lasting connection. Your hospitality staff should be pros at more than just pouring — they should know how to engage attendees, spark conversation, and make people feel valued.
Aromatherapy for Booth Traffic: The Power of Scent
Michelle’s pro tip: Never underestimate the power of aroma. “The smell of freshly baked brownies or cinnamon rolls will pull people into your space,” Michelle reveals. That enticing scent does more than satisfy a sweet tooth — it draws attendees in like a beacon, guiding them toward your booth before they even realize it. From there, it’s all about turning that curiosity into engagement. Enticing scents are like aromatherapy for brand engagement.
Leave the Logistics to the Pros
Worried about the logistics? Don’t be. A good F&B partner will take care of everything from staffing to ensuring there’s enough storage and power to keep things running smoothly. “A team captain should be there to manage the details, so the client can focus on engaging attendees,” Michelle notes. A smooth operation behind the scenes means you can focus on what really matters — building relationships with the people stopping by your booth. It’s important to sweat the small stuff, but let someone else do the sweating.
Key Takeaway: Make It More Than Just a Snack Break
Food and beverage isn’t just about serving drinks and snacks — it’s about creating an immersive, branded experience that leaves a lasting impact. Whether it’s nitrogen ice cream that ties into your cloud-based technology or latte art featuring your attendee’s face, these moments drive traffic, engage attendees, and deepen connections.
As Michelle reminds us, “Don’t underestimate the power of hospitality. It’s a collaboration that builds relationships and ensures attendees feel seen, appreciated, and connected to your brand.”
Don’t underestimate the power of hospitality. It’s a collaboration that builds relationships and ensures attendees feel seen, appreciated, and connected to your brand.
Final Thought: Trade Show FOMO? Consider It Served.
Next time you’re planning your booth, remember: It’s more than just coffee. It’s about creating an unforgettable experience that draws people in, keeps them engaged, and leaves a lasting impression. And, of course, maybe a little FOMO for everyone who didn’t stop by.
Ready to make your booth the must-visit spot on the show floor? Visit Crepes a Latte’s website to learn how they turn hospitality into unforgettable brand experiences that engage and delight attendees. Elevate your next event with custom coffee bars, mocktails, and more!
