Food & Beverage

At SMG Europe, we know a little bit about food & beverage, and how important it is to creating that memorable guest experience.

That’s why we provide our partners with an outstanding food and beverage offerings based on impeccable service, superior quality and a unique understanding of the needs of each venue and event. We draw on our unparalleled wealth of experience, coupled with our exceptionally talented creative team, to ensure our partners maximise the profit generated from each and every sale.

We believe the key to making every event we stage a success is our ability to tailor make the service we provide to fit the occasion – from an elegant dinner for thousands of guests at our convention/congress centres to operating a cappuccino and sandwich outlet on a busy arena concourse. What’s more, all of the food we produce is of the highest quality – freshly prepared, looks great and, most importantly, tastes terrific.

Find out more from our
food & beverage partners

Our F&B Services

Retail Food Services

Our extensive portfolio of food kiosks, concession stands, restaurants, cafes and mobile units allow us to offer convenient options for the grab-and-go event attendees that also captures more revenue for our clients. From croissants and coffee to wraps and soft drinks, we can adapt our retail food service based on the style of the event, customer profile, local tastes and those all-important emerging trends.

Licensed Bars

We’re well-versed in managing the high capacity bar service that typically arises due to the limited pre-performance and interval sales window. We offer a full service beverage set-up and flexibility from our front-of-house team ensures we’re able to deploy staff appropriately to provide an efficient bar service whatever the event.

Personnel and Training

We place a great deal of emphasis on the recruitment and training of the permanent food and beverage team, assisted by casual staff as required. A strong local team, backed by the depth of experience available throughout our European portfolio, is the key to a successful F&B operation.


We have a strong belief in progress and innovation across our service provision. We constantly review the marketplace to identify new customer demands and trends and to ensure that we are always offering menus and services that will continue to exceed customer expectations.

Design Support

SMG is able to provide significant design support for our clients based on the depth of our experience in operating public assembly venues. When designing a main food production kitchen, there are four prime considerations that dictate the process:

  • Style of service– fine dining, banquets or plated service, retail food offer
  • Capacity – the number of guests being served
  • Location & size
  • Costs – an accurate budget is essential

Case Studies