Fine dining and personalized service on a large scale: the challenge of overcoming the industrialization of events.

Grupo Noray is a company that is actively involved in the MICE sector. Who are you, and what has been your history?

We are a family-owned restaurant group that, over the years, has successfully professionalized while maintaining a foundation of quality cuisine and warm, personal service. Our story began in 1995 in Valencia, when my parents decided to take the plunge and open their first restaurant: Arrocería Noray. It was founded with the clear mission of creating a space where quality cuisine and warm, personal service would be the cornerstones. Over the years, the restaurant business grew, but when I joined the company in 2008, we saw an opportunity to take it a step further and expand into catering and event management. We knew that to grow in an organized way, we needed to professionalize our structure, but with one non-negotiable principle: not to lose our essence. That’s why our goal in the MICE sector is precisely this: to bring the culinary care and warmth of our early days to the large-scale corporate setting.

Noray, where does that name come from?

A “noray” is the part of the pier where boats are moored to keep them stable and secure in the harbor. My parents chose this name in 1995 because they wanted their rice restaurant to be exactly that: a gathering place and a spot families, businesses, and—above all—their friends could trust completely. That approach to hospitality is in our DNA. Today, whether we’re talking about a table at a restaurant or a multinational company hosting a major corporate event, our goal is for our clients to feel completely at ease, knowing that we’ll take care of everything.

How exactly does your business fit into the MICE industry?

We stand out by offering a real alternative to what is often mass-market catering. In the MICE sector, timing is critical and the pressure is immense, but we step in to ensure that the scale of the event doesn’t compromise the service. We handle all the organizational complexities to ensure something that’s very difficult to achieve at large scales: that a conference with hundreds of people or a corporate dinner offers the same warmth, the same food, and the same culinary quality you’d find at a good à la carte restaurant.

In such a competitive industry, what sets Grupo Noray apart from the rest?

What sets us apart is that we haven’t lost our identity as we’ve grown. While the most established catering companies in the market tend to standardize and simplify their menus to streamline logistics, we take the opposite approach: we bring traditional, artisanal haute cuisine to a large-scale setting, with a dedicated team that offers a truly warm and personal touch.

What types of clients and industries do you feel most confident serving?

We’ve earned the trust of companies and institutions that value attention to detail and steer clear of one-size-fits-all solutions. We excel in the corporate sector, which demands the utmost rigor but also seeks personalized service. A good example is the four years we spent overseeing all hospitality and VIP boxes at Mestalla, managing sporting and gala events for both Valencia CF and the UEFA Champions League. Ultimately, whether we’re talking about those exacting standards or major organizations like the Royal Spanish Football Federation, CaixaBank, or Iberdrola, what they all appreciate is that we take the time to listen to their needs so we can design a tailor-made event for them, without relying on preconceived templates.

Do you also handle large formats?

We aren’t limited by the size of the event. We work with a wide variety of formats: from a 15-person executive committee to corporate events with over a thousand guests. The challenge for us isn’t just managing the large volume, but ensuring that, regardless of the event’s scale, the client feels just as well taken care of and the food arrives at the table flawless. When a company contacts us, the process is very straightforward. The first thing we do is talk with them to understand what they need and what they hope to achieve with the event. Once that’s clear, we present the proposal that best fits their needs and dive right into the planning. For me, the key to this entire process is support: ensuring the client feels confident that the same people they’re planning the event with in the office are the ones who’ll be right there with them on the day of the event.

Can you share a project you’re especially proud of? What was the challenge, and how did you solve it?

Last year, we faced a challenge that truly put a team’s capabilities to the test. One of our most important clients lost the venue they had booked for their main event of the year—an event for more than 700 people—just three days before it was scheduled to take place. We held an emergency meeting to explore alternatives and decided to hold the event at one of their large warehouses. The space was completely bare—it didn’t even have electricity—but it exuded the client’s unique identity. In record time, we took care of everything: from the lighting and technical operations to sourcing the lounge furniture, designing gathering areas, and setting up shade structures to transform a logistics warehouse into a welcoming space with soul. We set everything up against the clock, completely turned the space around, and the event was a resounding success.

Where do you think the MICE industry is headed in the coming years?

The industry is growing tired of corporate coldness and is seeking authenticity. Companies want to return to what’s real: cuisine with character, spaces with soul, and vendors who demonstrate warmth and professionalism in their day-to-day interactions—a far cry from large, impersonal contractors. The market is no longer looking for cookie-cutter events. Today, true value lies in the ability to design one-of-a-kind events, where guests feel they are enjoying a unique experience rather than attending yet another standardized event.

What role does sustainability play in your events?

It plays a fundamental role in our Corporate Social Responsibility (CSR), which we approach through action rather than marketing. By championing traditional cuisine, our primary commitment is to the environment, prioritizing local products and suppliers. In addition, we implement rigorous controls in the kitchen aimed at drastically reducing food waste and other waste.

Where and how can someone who wants to get to know you better contact you?

The best thing is for us to talk. Anyone interested in learning more about our cuisine and venues can visit cateringnoray.com. And to start planning your next event with a fully personalized touch, we’re here to help in Valencia—contact us at info@cateringnoray.com or call us directly at 960 627 667.