Behind the Scenes: Curating Menus for Iconic Events

What guests see on event day is a seamless hospitality experience - beautifully plated dishes, perfectly balanced menus, carefully selected fine wines and flavours that elevate the occasion. What they don’t see is the months of planning, coordinating, menu tastings and meticulous fine-tuning that take place behind the scenes to make it all possible.

Eating, photographing and selecting dishes created by Michelin star chefs may not sound like work, but don’t be fooled – it’s a serious task! It’s a rigorous and highly considered process. Through detailed testing, operational planning and careful refinement, we ensure the menus within our hospitality spaces are every bit as memorable as the events themselves.
From bold flavours and striking presentation to delivering excellence for hundreds of guests at once, here’s what really goes into a Keith Prowse menu tasting - and why it plays such a vital role in the overall experience.

We spoke to our expert Operations Team about the purpose of tastings, how menus are refined and how we select the perfect chefs to bring them to life.

Why are tastings so important to the guest experience?

Tastings allow us to view the experience through the eyes of our guests. Every detail is considered - from plating decisions and colour balance to the practicality of enjoying roaming dishes while standing. Guests choose hospitality to elevate their match day or event experience, so every element must feel considered and special. We conduct detailed trial runs in the months leading up to each event to ensure what is served on the day reflects - and often exceeds - what we experienced during the tasting. Seasonality is another crucial factor. Ingredients can vary throughout the year, so tastings allow us to assess how dishes will perform closer to the event date and ensure quality remains consistent regardless of timing.

What are your main takeaways from the tastings?

One of the most important considerations is scalability. A dish may be exceptional when plated individually - but can it be replicated for hundreds of guests without compromising on flavour, presentation or quality? We are fortunate to work with incredibly talented chefs, many with Michelin star accolades, whose expertise gives us confidence. However, operational feasibility is always front of mind. Our events are delivered on a significant scale, and consistency is paramount.

Tastings also allow us to step back and assess the menu as a whole. How does each course complement the next? Is there balance across flavours, textures and presentation? Tasting multiple iterations of a dish - sometimes even the same afternoon tea - can be intense, but it ensures every element is refined to perfection.
They also provide insight into evolving culinary trends. From innovative textures to contemporary presentation techniques, we see creativity firsthand - whether that’s the rise of light foams, bold flavour pairings or artistic plating that enhances the overall experience.

Why are tastings integral to delivering exceptional events?

Curating the right menu for each event is essential, particularly as many of our guests return year after year. It’s important that they discover something new and exciting each season, rather than a repeat of what they’ve experienced before. Operationally, tastings allow us to test how a dish will translate to the event environment. On site, kitchens, equipment and conditions can differ from those in a development setting. Ensuring a dish can be executed to the same high standard in a live event space is critical to delivering a flawless experience.

How much input do you have during the process?

Collaboration is at the heart of every tasting. Over the years, we’ve built strong relationships with our chefs and culinary teams, allowing for open and constructive feedback. At the end of each tasting session, the chefs sit down with us to review every element of the menu. Any adjustments - whether to flavour, texture or presentation - are discussed and refined together. Often, tastings take place over several days, enabling the team to rework a dish overnight and present an updated version the following day. It’s a fast turnaround, but one that demonstrates the shared commitment to excellence.
Audience also plays a role. For example, events such as Queen’s and Eastbourne attract different guest profiles, so dishes must feel appropriate to the setting and demographic. Every decision is intentional.

How do you select the right chefs for the hospitality experience?

Selecting the right chef is a very considered process! We evaluate several factors to ensure alignment with the event and venue - including guest demographics, current food trends and the overall personality of our hospitality space. Once potential chefs are shortlisted, we create a detailed brief before arranging a tasting.
A site visit during a live event is also key. This allows chefs to experience the environment first-hand - from kitchen facilities to guest flow - ensuring they fully understand the scale, energy and expectations of the occasion. This shared understanding fosters genuine partnerships. Our chefs become as invested in delivering an exceptional experience as we are, placing themselves firmly in our guests’ shoes.

A Process Worth Perfecting

Menu tastings are a cornerstone of how we deliver world-class hospitality experiences at Keith Prowse. They combine creativity with precision, artistry with operational expertise.
From selecting the right chef to refining crockery, glassware and presentation, every decision is deliberate. The process may happen months before guests arrive, but its impact is felt in every course served on the event day, and is a huge reason why our guests have such an exceptional time with us. Because when our guests take their seats, raise a glass to the occasion and enjoy a beautifully curated menu - it’s the result of countless conversations, careful adjustments and a shared commitment to excellence behind the scenes.

And that’s what makes the experience truly unforgettable, and why we’re the Experience Experts!
Discover more about our world-class sporting and cultural events here.