ATLANTA — Today’s edition of Trade Show Executive’s “Food Friday” series spotlights the Georgia World Congress Center (GWCC).
TSE spoke with Georgia World Congress Center Authority (GWCCA) Executive Chef Billy Velasquez about trends at the venue — and his predictions for the future of trade show F&B.
“The GWCC stands out in the convention space due to the scale and flexibility of our F&B operation,” Velasquez said. “We are one of the few convention centers capable of executing large-scale, high-volume service while maintaining culinary creativity and customized experiences. Our ability to support everything from intimate executive receptions to events serving tens of thousands — all under one roof — gives us a unique edge. Our in-house culinary team focuses on fresh, locally sourced ingredients, high-end presentation and operational excellence, all while being adaptable to client needs and industry trends.”
F&B Trends at the GWCC
1. Wellness-Focused Meals
Velasquez noted increased demand for plant-based, gluten-free, low-sugar and allergen-conscious meals.
“We’ve invested in training our culinary staff in plant-forward and allergen-aware cooking techniques, while developing scalable menus that don’t compromise on flavor or presentation,” Velasquez said.
2. Elevated, Quick Grab & Go Options
“Guests want quick options without sacrificing quality, presentation or dietary transparency,” Velasquez explained. “Our facilities were upgraded to support faster, fresher grab & go options — including the addition of branded kiosks and coolers with high-visibility merchandising.”
At an event for the Institute of Electrical and Electronic Engineers, the venue was tasked with feeding 3,000 people in a very brief period.
They accomplished this with premium bento boxes, “hot bowls” and globally inspired lunch kits — the average time for a guest to join a line and get a meal was five minutes, and the GWCC has continued this trend for other events.
3. Sustainability and Local Sourcing
According to Velasquez, clients and attendees are more conscious of environmental impact and prefer locally sourced, eco-friendly options.
“We actively source from local farms and vendors in Georgia and prioritize sustainable packaging and composting partnerships in alignment with GWCCA’s broader sustainability goals,” Velasquez said.
Related. “Food Friday” — F&B Trends from the Henry B. González Convention Center
4. Interactive Culinary Experiences
Attendees are enjoying interactive experiences like live action stations where dishes such as waffles and shrimp and grits are prepared in front of them.
“Live chef stations, mixology bars and action stations are increasingly popular, even in high-volume settings,” Velasquez shared. “Our team builds flexibility into every menu and event plan, allowing us to deliver on high-demand interactive experiences while managing timing and flow.”
The Future of Trade Show F&B
Velasquez gave these predictions for the future of trade show F&B:
- A greater emphasis on personalization (through technology, QR code menus or pre-selection systems).
- More chef-led storytelling to connect attendees with culture and cuisine.
- An ongoing focus on sustainability and transparency, with metrics to back it up (such as carbon footprint and sourcing distance).
- A push toward hybrid service models, blending upscale presentation with convenient access.
“F&B at the GWCC is more than just a support function — it’s a strategic partner in the success of every event,” Velasquez said. “As guest expectations rise, we continue to innovate with intention, balancing creativity with consistency. Our team is proud to create memorable experiences that reflect the energy of Atlanta, the diversity of our guests and the excellence expected from a world-class convention center.”
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