As I write this, temperatures in Europe are spilling into the uncomfortable zone. The idea of a relaxing lager or crisp glass of rosé in a shaded beer garden is mouthwatering for many. In the foodservice industry, this kind of post-work decompression – often accompanied by meat-heavy meals and late nights – can feel like second nature. After all, ours is a sociable profession, built on relationships, hospitality, and shared experience. But as the industry grapples with labor shortages, generational change, and sustainability imperatives, is this ritual still fit for purpose? And do we still enjoy it?
Building relationships is a big part of foodservice – and that’s no bad thing. Some of the most rewarding professional conversations happen away from desks and show floors. Get to an informal setting where ideas can flow more freely. But a very specific kind of social script has established itself over time: a few drinks after the show, a heavy dinner, a late night, an early start. Then rinse and repeat. And if you’re not taking part? Well, you’re probably not part of the club.
The problem with defaults is that they go unquestioned. “We’ve always done it this way” is one of the most limiting phrases to the psyche – and nowhere is that more apparent than in our social habits. Awards dinners with bottomless wine and rubber-chicken mains. Trade shows followed by pub crawls. Overnight stays that double as drinking competitions. Often with the unspoken pressure that skipping the fun might mean hurting your career.
But for many the mood is changing. The generation now entering the workforce is frequently more mindful – of what they eat, how much they drink, how they spend their downtime. Many are not impressed by open bars or boozy bonding. They’re looking for meaningful work, not hangovers disguised as networking. It’s even conceivable – whisper it – that industry veterans would welcome a change too.
Reward wellbeing, not stamina
I hope I don’t sound like a killjoy. While I don’t drink much at all now, certainly I’ve imbibed with the best of them in this industry in the past. It’s just that people these days moderate their drinking, embrace plant-based diets, and prioritize mental and physical health. When half the room is silently calculating how much sleep they’ll get before a 7am stand shift, something’s not working. A culture that rewards stamina over wellbeing shouldn’t be surprised by burnout, absenteeism, and woeful talent retention.
The irony, of course, is that this is a wellness-adjacent industry. We’re obsessed with flavor, with nourishment, with innovation. Yet when it comes to looking after our own people, we fall back on the familiar. It’s all too easy to book the same venue, have the same format, the same wine package. But what if the way we socialized was as creative, inclusive and forward-thinking as the work we do?
There are already encouraging signs. Wellness walks at industry events, casual coffee-led meetups, even 5k runs arranged before trade show doors open – these aren’t fringe activities anymore. They’re early signals of a broader shift. People want to connect in ways that don’t leave them feeling like hell in a handbag the next morning. They want events that offer value, not just visibility.
The same goes for working culture more broadly. Despite hybrid models taking hold in other sectors, many in foodservice are still expected to work extended hours, be constantly on the road, and sacrifice personal time without complaint. The industry needs to send a different message. Rest is not laziness. Boundaries are not disloyalty. Wellbeing is not a luxury.
Of course, change takes time. There are still plenty who see long hours and long lunches as a rite of passage. But the question isn’t whether the old ways were wrong – it’s whether they still work. If an awards night costs hundreds per seat and leaves attendees hungover, disengaged, and dreading the inbox, is that money well spent? If a trade show builds more camaraderie at the bar than on the stand, are we really showcasing our best selves?
Reimagining the culture doesn’t mean removing the fun. It means broadening the definition of what connection looks like. It might be a morning hike, a plant-based tasting, a mocktail class. It might be shorter, sharper networking sessions that don’t hinge on herald hangovers. It might be employers recognizing that working the stand from dawn to dusk – and entertaining clients late into the night – is still work and should be treated as such. That includes time to recover, not just catch up.
What’s encouraging is that the next generation isn’t waiting for permission. They’re choosing the jobs that offer flexibility, benefits, and balance. They’re opting out of late nights and opting into shared interests that aren’t awash with alcohol. They’re still sociable and they’re still ambitious – but they expect the industry environment to meet them halfway.
For foodservice to be sustainable as an industry, it needs to value its people as much as its products. That doesn’t just mean a better dinner. It means a better deal for those expected to show up, stand tall, and sell with a smile – however little sleep they’ve had.
So yes, it’s hot. And yes, a cold beer might still hit the spot. But the next time you raise a glass at the end of a long day with colleagues or clients, maybe ask yourself: is this what connection looks like – or just what we’ve come to expect?
About the author:
FCSI Senior Associate Lauren Hunter is commercial director at ImpactLoop and chairwoman of CIBSE TM65 for commercial catering equipment. Email her at lauren@impact-loop.com.
