Food has always played a central role in club life—but lately, it’s not just about what’s on the plate. Across the country, clubs are creatively pairing flavors with atmosphere, space, and entertainment to reimagine what food and beverage (F&B) programming can look like. From karaoke and sushi to scallops with sweet potatoes, these experiences are helping clubs activate underused venues, boost member engagement, and stand out in a crowded landscape.
In the evolving landscape of clubs, where member expectations are shaped by global dining trends, social media, and a desire for immersive experiences, food pairings are no longer just about wine and cheese—they’re about storytelling, creativity, and connection.
Sushi, Song, and Smart Strategy
At Brentwood Country Club in Los Angeles, CA, members recently saw their familiar Café space in a whole new light. The club’s first-ever Karaoke & Sushi Night transformed the typically daytime café into a vibrant evening lounge filled with fresh sashimi and even fresher vocals. Co-led by Membership & Marketing’s Allison Kalma and Food & Beverage’s Sergio Fernandez, the event drew inspiration from cross-cultural dining and entertainment trends.
A culinary highlight of the night was the “Microphone Roll,” a playful specialty crafted by Chef Masa that paired flavorful ingredients with the event’s musical theme. But the real win was how the event reenergized a space that might otherwise sit idle in the evenings.
“The Café became a casual, interactive venue that felt both new and familiar to members,” said Kalma. “It was packed all night—and members are already asking when the next one will be.”
The event also brought together the whole club community, including a crowd-pleasing performance from Club President Andy Abowitz and a spirited rendition by Member Services Manager America Sanchez. Brentwood’s Marketing Specialist, Annabelle Mendoza, captured the excitement on Instagram, creating a ripple effect of buzz both on-site and online.
From Flavors to Feelings
According to industry expert Lawrence McFadden, CMC, Search & Consulting Executive at KOPPLIN KUEBLER & WALLACE, the most successful clubs recognize that food is emotional. “Members see their clubs as home, and the classics still dominate,” he said. “But when chefs are given the opportunity—especially in themed events or catering—to stretch creatively, they can incorporate international ingredients or playful pairings that resonate with members’ experiences, travels, and memories.”
He points to the gradual rise of sushi in club dining over the last two decades as an example. “In the early 2000s, sushi was a novelty. Now, clubs are hiring sushi chefs, offering rolls beyond the tempura standard, and weaving global cuisine into their programming. It’s a slow, trust-based evolution.”
At Brentwood, that trust was earned—and rewarded—by blending traditional comfort with something unexpected. “The event wasn’t about making sushi edgy,” said Fernandez. “It was about making it fun and accessible.”
Sweet Meets Savory: Seasonal Pairings That Stick
For Torian Jenkins, C.S.C., Executive Sous Chef at Dallas Athletic Club, Dallas, TX, seasonal food pairings are the key to keeping menus fresh and members intrigued. “Seasonality is the foundation,” said Jenkins. “It prevents member palates from becoming stagnant and allows us to present ingredients at their peak.”
One recent success? A scallop and sweet potato entrée that’s become a top seller. “The slight sweetness of the scallops with the silky sweet potatoes—it’s a simple pairing, but it delivers something familiar in a new way.”
Jenkins and his team change the menu every six weeks, creating opportunities to introduce combinations that reflect both seasonal bounty and culinary curiosity. From strawberry sorbets in summer to pumpkin-forward dishes in fall, the menu evolves in rhythm with nature.
Why Food Pairings Matter
Food pairings—whether playful, luxurious, or nostalgic—go beyond the plate. They provide a vehicle for storytelling, space activation, and member interaction. And for clubs seeking to distinguish themselves in a post-pandemic market where members expect more value from their dues, food is proving to be a powerful differentiator.
“You don’t need to chase restaurant trends,” said McFadden. “You need to deliver consistency and create opportunities for connection. A strong club doesn’t motivate members with minimums—it engages them with experiences they want to be a part of.”
Indeed, clubs that focus on blending fun with flavor are finding that these types of events also support retention. McFadden explains: “Members ‘vote’ with their participation and dining revenue. When you offer an experience that’s personal, culturally aware, and emotionally resonant, they’ll come back—not just for the meal, but for the memory.”
Creating Experiences, Not Just Menus
That shift from dining to experience is part of a broader movement. Across the club industry, chefs and F&B directors are embracing food as theater. Action stations, pasta tossed in parmesan wheels, Pacojet ice cream spun to order, and sushi rolled live at the table—all these elements add entertainment value and support what McFadden calls “scenography.”
These programming strategies also support interdepartmental collaboration, something Brentwood Country Club demonstrated with the teamwork between marketing and F&B. Events that draw on multiple perspectives—culinary, creative, operational—tend to succeed not only because they’re well-executed, but because they’re well-aligned with member interests.
Attracting the Next Generation
Food also serves as an invitation to younger or more diverse members—particularly when it reflects a “sense of place.” McFadden advises clubs to lean into regional ingredients and global flavor profiles while still delivering the comfort of familiarity. The key? Let the dish speak for itself.
“Chefs don’t always have to name every spice or method. Sometimes less is more in a menu description,” he said. “You can use cardamom or yuzu or star anise to elevate a dish without intimidating the diner.”
That subtle balance—between innovation and approachability—can help clubs modernize without alienating core members. It also opens the door for thoughtful branding. Pairing menus with local distillery collaborations, private-label wines, or seasonal ingredients tied to member events can strengthen a club’s identity and deepen member loyalty.
Looking Ahead: Pairing with Purpose
As clubs continue to evolve, the most successful are those that blend tradition with transformation. Food pairings—whether creative, seasonal, or sensory—are more than culinary trends; they’re tools for member engagement, brand building, and cultural resonance.
As McFadden sums it up: “The goal isn’t to follow the hottest restaurant trend. It’s to create food experiences that reflect who your members are—and who they want to become.”
At Brentwood, Dallas Athletic Club, and clubs across the country, that evolution is already underway. And as members line up for their next Microphone Roll or scallop-sweet potato delight, one thing is clear: when it comes to club dining, flavor and fun make a perfect pair.
Club Management Magazine – September/October 2025
Lawrence T. McFadden, CMC, ECM is a food and beverage training consultant and search executive with KOPPLIN KUEBLER & WALLACE, a consulting firm providing executive search, strategic planning and data analysis services to the private club and hospitality industries.