Brewing Booth Traffic: The Art of Food, Beverage, and Brand Engagement

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.

What You'll Learn:

• 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
• Make It More Than Just a Snack Break
• Trade Show FOMO? Consider It Served.

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.