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On-Set Eats: What Production Execs Like Vice Look for in Craft Services

UUnknown

2026-02-12

10 min read

Insider guide to modern production catering: dietary inclusivity, camera-ready food, budget line items and a pitch playbook for 2026 shoots.

Hook: Why on-set food is now a production problem, not just a catering one

Production coordinators are tired of last-minute takeout, broken timelines and guests who can’t eat what's on the table. As studios like the newly rebuilt Vice expand into bigger, more complex shoots in 2026, on-set food must do more than fill bellies — it has to be reliable, inclusive, camera-ready and budget-conscious. If your catering pitch smells like generic sandwich platters, you’ll lose the gig before you get to the tasting.

The bottom line up front: Four pillars modern production execs care about

Dietary inclusivity — every craft services table must feed vegans, GF, halal/kosher requests and allergy-sensitive crew without cross-contact headaches.
Camera-ready presentation — food that films well, reheats cleanly and doesn’t create continuity or lighting issues.
Transparent budgets & line items — clear per-head math, staffing, equipment and contingency fees so production can budget accurately.
A seamless pitch — a one-pager + sample menu + allergen matrix + references that answers production questions before they ask them.

The 2026 context: What changed and why it matters

Late 2025 and early 2026 saw two trends converge: media companies are vertically expanding into production (see Vice’s post-bankruptcy move to bulk up as a studio) and audiences demand more ethical, plant-forward food. That means production houses now have higher culinary expectations and tighter scrutiny on sustainability, labor compliance and inclusivity. Additionally, technology adoption (ordering apps, QR-based labels) and tighter union-driven rules around meal breaks and penalties have forced catering vendors to be faster, traceable and more compliant than ever.

What production modernization looks like

Studios want vendors who can scale and integrate with production workflow tools.
Production execs prioritize vendors who can deliver drop-and-go craft tables plus hot lunches without slowing the shoot.
There’s a premium on predictable costs and clear documentation for payroll and accounting teams.

What production execs — from indie shoots to companies like Vice — really evaluate

When an executive is vetting a caterer, they’re mentally ticking boxes. Be ready to prove you clear them.

Reliability — On-time setup, contingency drivers, and a plan for last-minute pickups.
Diet management — A documented process for vegans, GF, nut-free and religious diets that avoids cross-contact.
Speed & staging — Minimal crew disruption, compact setups and fast cleanup.
Camera & continuity smarts — Food that survives hot lights, long shoots and continuity calls.
Cost transparency — Line-item budgets, clear extra fees and a predictable billing cadence.
Compliance — Insurance, permits, and awareness of union meal rules (IATSE, SAG-AFTRA considerations on larger sets).

Dietary inclusivity: It’s non-negotiable in 2026

Inclusion is no longer a “nice-to-have.” Productions routinely list multiple required diets up front. Plan for the following and have documentation ready:

Labeling & QR tags — Every tray should be labeled with ingredients, allergens and a QR code linking to a simple allergen matrix. This is fast to implement and reduces questions during crunch time.
Separate prep streams — Use color-coded containers and separate prep areas (or at minimum, dedicated cookware) for gluten-free and nut-free items to prevent cross-contact.
Protein parity — Offer vegan/vegetarian protein options that aren’t afterthoughts. Think marinated tempeh, smoked jackfruit or robust legume bowls, not limp salads.
Religious & ethical needs — Have halal/kosher resources or vetted third-party partners on standby.
Allergen tracker — Provide a one-page ingredient/allergen sheet for the production office the morning of the shoot.

Practical checklist for dietary inclusivity

Create a single-sheet allergen matrix you can attach to bids and invoices.
Train your team to use color-coded prep tools.
Stock grab-and-go labeled vegan and GF snacks — these move quickly on set.
Offer a “specials” box for talent with separate delivery and sealing to avoid cross-contact.

Camera-ready food: How to make your dishes film-friendly

Food that looks great in a catering tent often fails on camera. Lighting, continuity and the talent’s needs make a difference. Here’s how to prepare food that works on-screen and off.

Avoid reflective glazes — Shiny sauces can blow out under lights. Offer matte finishes or matte racks for plating when possible.
Stable textures — Choose foods that reheat and hold their texture: roasted vegetables, glazed root veg, grilled proteins rather than delicate fried items that go soggy.
Neutral but photogenic colors — High-contrast, saturated colors photograph well; greens and roasted browns are set-safe staples.
Portioned, tidy servings — Talent preferrs small plated portions they can eat between cues; craft tables benefit from bite-sized, non-messy options.
Continuity-friendly packs — Keep identical backup plates sealed and labeled for continuity calls; make sure you coordinate with the script supervisor.

Herb-roasted chicken thighs (easy to reheat, non-greasy)
Smoky chickpea & harissa bowls (plant-forward protein that holds)
Grilled vegetable medley with lemon gremolata (vibrant, photogenic)
Individually portioned braised short-rib sliders with pickled red onion (easy for talent)
Fresh fruit skewers and brioche mini pastries in sealed packs for continuity

Budget line items every production manager expects (and how to price them)

Productions need bookkeeping-friendly bids. Break your quote into clear line items and use ranges so producers can model scenarios.

Essential line items

Craft services (snacks & beverages) — Price as a per-person-per-day (PPD) line item. Include non-perishables, cold items, coffee and water.
Hot meal / lunch — PPD for plated hot lunch or buffet. Offer tiered menus (basic, mid, premium) to fit different budgets.
Staffing — Setup, on-set attendant(s), hot-food server, breakdown. Hourly or day rates depending on shoot length.
Equipment rental — Hot boxes, induction burners, beverage dispensers, tents and tables.
Delivery & logistics — Mileage, parking, load-in time charges (if parking is far).
Dietary premium — Add a small surcharge when many specialty meals are required (e.g., >15% of crew require special diets).
Waste & recycling fees — If you manage composting or zero-waste, include this as a line item.
Tasting & menu development — Flat fee or credit toward first booking if you do a tasting.
Insurance & permits — Provide proof of food liability insurance on bids.

Pricing guidance (2026 ranges)

Regional variations and production scale change numbers, so present ranges rather than hard rules. Typical 2026 ranges you can use in proposals:

Craft services: $12–$30 PPD (snack-heavy tables, coffee, hydration)
Hot plated lunch: $18–$55 PPD (basic to premium menus)
Staffing: $35–$75 per staff-hour (setup/attendants/servers)
Equipment rental: $50–$400 per day depending on hot boxes and power requirements

Note: Rates for union productions and major studios may include higher labor rates or require certified staff. Always ask if the production falls under union rules.

How to pitch your catering service: a production-ready playbook

Production people are short on time. Your pitch must be scannable, answer the obvious questions and show you’ve worked on shoots before.

Pitch packaging — what to include

One-page vertical summary (logo, 3-sentence value prop, 3 bullets of services: craft, hot lunch, talent boxes)
Sample day-of menu (two tiers: craft-only and craft + hot lunch)
Allergen & diet matrix (one-page)
Standard rate card (PPD ranges and staffing fees)
Insurance & compliance (certificate stub and union awareness note)
References & photos (short client list and 3–4 on-set photos showing setups)
Optional add-ons (talent boxes, branded menus, composting)

Sample one-paragraph pitch (email opener)

Hi [Production Coordinator], we’re a production-savvy catering team specializing in fast, camera-ready craft services and inclusive hot lunches. We handle dietary demands, union-aware meal timing and clean setups that keep production moving. Attached: one-page menu, diet matrix and day-rate. Would love to quote for your [project name]—we can deliver a same-day tasting if you’d like.

What to bring to a tasting

Plated samples that match the look you’ll serve on set (not just family-style).
A printed allergen sheet and a digital QR version.
Photos of prior set setups and a short video of your setup process (30–60s).
Sample talent box with sealed, labeled items for continuity purposes.

Operational tips for on-set success

Arrive early — Plan load-in 45–60 minutes before craft is due; communicate a 15-minute grace window with the production coordinator.
Stage strategically — Keep craft services out of camera lines and near craft and grip craft tables where crew congregate between setups.
Design the flow — Create a single-direction flow for the craft table to minimize chatter and bottlenecks.
Use sealed backup plates — Keep identical sealed servings for continuity and last-minute talent needs.
Document waste — Offer compost and recycling counts on your invoice if the production requests sustainability reporting.

Advanced strategies & future-facing moves (2026 and beyond)

Want to become a preferred vendor for modern production houses? These are the high-leverage plays buyers are noticing in 2026.

Integration with production tech — Offer live menu updates via Slack or a simple scheduling integration so production can see on-set food status in real-time. See how micro-apps are being used to streamline delivery and status updates.
Subscription / retainer models — Studios that run recurring shoots prefer a dependable vendor on retainer with locked-in rates and predictable staffing.
Dark kitchen partnerships — Partner with local commissaries for surge capacity without investing in your own big kitchen.
Branded content opportunities — Offer quick influencer-ready bites or chef cameo options when clients want social content from the set.
Carbon & sustainability reporting — Provide emissions and waste impact per shoot to appeal to ESG-focused studios; pair that reporting with regenerative sourcing like regenerative herb sourcing when possible.

Quick case study: Selling a craft package to a mid-size studio (hypothetical)

Imagine a mid-size studio that just expanded its production slate and needs a caterer who can scale. Your winning pitch answers three questions before they ask: reliability, diets, and cost. You send a one-pager with a vegan-forward lunch option, a sealed talent box sample, and a detailed PPD rate. At the tasting, you present a color-coded prep plan for GF and nut-free diets and show the production manager a real-time Slack channel where you’ll post arrivals and food status. The studio books a retainer because you removed uncertainty and demonstrated operational maturity — not just because the food tasted good.

Actionable takeaways: What to do this week to win production clients

Create a one-page production catering summary and attach an allergen matrix.
Build two camera-ready menus (one plant-forward) and price them in PPD ranges.
Practice a 60-second set-up video and have insurance proof ready — consider a compact creator kit for quick demos like the Compact Creator Bundle v2.
Prepare a standard email pitch and a 1-minute Slack demo that shows your delivery updates.
Offer a free sealed talent box sample to two production coordinators in your market to get a foot in the door.

Final notes on trust and expertise

Production catering is logistics as much as cooking. Build trust by documenting process, training staff on cross-contact avoidance and demonstrating you understand the rhythms of a shoot. Being able to quote meal penalties, union-aware timelines and a clear line-item budget is often more persuasive than an elaborate menu.

"Food isn’t fluff — it’s production fuel. The better you understand that, the more likely you are to win long-term production partnerships." — seasoned production coordinators

Call to action

Ready to get on set? Start by assembling your one-page production kit: menu, allergen matrix, rate card and a 60-second setup video. Use the checklist above, tailor the pitch to the production’s scale and email the production coordinator with a sealed sample offer. Want a free template to get started? Save this article, build your kit, and reach out to production contacts this week — bookings are won on clarity and speed.

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Senior editor and content strategist. Writing about technology, design, and the future of digital media. Follow along for deep dives into the industry's moving parts.