Mark McCulloch, Hospitality Rising: ‘We must come together to stop the talent who would be prime candidates for hospitality going into other businesses'

The Staff Canteen

Editor

The Hospitality Rising campaign has raised £600,000 to conduct a uk-wide recruitment drive, a fifth of its £5 million target

In what is intended to be the UK's largest sector recruitment advertising campaign, Hospitality Rising wants to bring the industry together by encouraging it to invest in and support its goal to improve the industry's perception for the better.

The individuals and companies who have contributed to the campaign include: ETM Group, Fortnum & Mason, Anglian Country Inns, Moxy Hotels, Yotam Ottolenghi, Angela Hartnett OBE, Marugame Udon, The Berkeley Hotel, The Connaught, Tom Kerridge, Montpeliers, Comptoir Group, Buzzworks, Peach Pubs, Rocco Forte & Family, Athenaeum Hotels, The Goring, Clevedon Hall, The Fife Arms, Nathan Outlaw, Welcome Break, Hawksmoor, Pizza Pilgrims, Rosa’s, Punch Pubs, Wells & Co, Pho, Wahaca, Brindisa Kitchen, Home Grown Hotels, DRG, Claridge’s and Hippodrome Casino.

The campaign is requesting every firm and supplier in the industry to contribute just £10 plus VAT per employee to assist reach a goal of at least £1 million, to double number of people interested in a profession or career in the hospitality industry.

Drawing inspiration from the British Army's recruitment drive, the campaign will utilise multiple mediums, from TV to digital, posters and PR, aiming to:

Make alternative options/ rival sectors such as retail and warehouse work seem like a poor choice
Change the perception of the industry so it becomes more appealing
Target those people most likely to be open to the idea of a career in hospitality in the first place

Another £400,000 must be raised by 12th of May to meet the first investment goal, with an ultimate target of £5 million.

Encouraging more people to join the campaign, Hospitality Rising founder Mark McCulloch said: “We have the best plan, creative team (including Google’s lead creative agency and the army’s lead brand recruitment strategist) and momentum to crack this problem once and for all. We must come together to stop the talent who would be prime candidates for hospitality going into retail, fulfilment centres, delivery drivers, manual labour or taking junior office roles.”

Read the full campaign brief and find out how to get involved here

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