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Hospitality Rising launches to reignite the sector and support industry recruitment - Over 400 companies confirm interest

09 Jul 2021

Hospitality Rising launches to reignite the sector and support industry recruitment - Over 400 companies confirm interest

Hospitality Rising – a campaign designed to help the industry recover from the impact of the pandemic has launched and is already gathering momentum.

The brainchild of Mark McCulloch, founder and CEO of Supersonic INC, the project has already received over 400 registrations of interest from companies up and down the UK.  Those already on board include Hawksmoor, Butlins, Loungers and Peach Pubs.

A board has been appointed chaired by Kate Nicholls OBE, CEO OF UKH, along with Nick Collins, CEO of Loungers, Jon Hendry-Pickup, MD of Butlin’s and Kenny Blair, CEO of Buzzworks as well as McCulloch.

The goal is to land the  world's biggest ever hospitality recruitment ad campaign. McCulloch has secured 10 of the best agencies under the IPA10X initiative who see the industry’s plight as a social issue and are therefore prepared to develop the initial creative campaign for free. Agencies included in the initiative include VCCP, Ogilvy and Adam&EveDDB. PR support is being provided by The Fourth Angel. 

The project team is looking to secure between £3-5 million from industry sponsorship to help the campaign go live.

400 companies have registered their interest.

A business case is being written to get some of the questions answered to help get the bulk of the 400 companies donating. This will be available in the next week or so. We also need suppliers to step up and donate as we all have made a good living from hospitality, and it is only right that we help fund this too in hospitality's darkest hour.

Suppliers and Operators have signed up and are 'IN' are as follows:

•    Cote
•    Fourth
•    Koop + Kraft
•    Punch Pubs
•    Rhubarb Hospitality Group
•    Loungers
•    Fourth & Church
•    Buzzworks
•    Black Rock Restaurants 
•    ARC Inspirations
•    Wild Flor 
•    Dave Strauss 
•    Butlins 
•    Hawksmoor
•    Peach Pubs

Commenting on the campaign, supporters say:

“While we usually focus on the question, ‘why should people want to work at Hawksmoor?’, we’re really excited to be getting involved with Hospitality Rising and focussing on the question, ‘why should people want to work in hospitality?’.  Its an incredible industry for anyone with a love of food, drink and people, for people who want to work in an environment that changes so often and offers so much.  Hopefully the campaign will not only encourage people into our industry, but also encourage restaurants, bar and pubs to do the best job they can employing those people as well.”
Will Beckett, Co-Founder of Hawksmoor
“I’m passionate about hospitality being a fantastic career and also an amazing place to earn while you learn if you are just passing through.  I don’t want to look back at a decades long career in hospitality and regret never trying to do something meaningful to change perceptions.  If you are serious about hospitality and about people you must get involved.”
Kenny Blair
Managing Director, Buzzworks Holdings

“There has never been a more important time to get behind our industry and the crisis we are facing with recruitment. Hospitality Rising is a fantastic initiative that supports our industry and shows people why this is such a fantastic career choice. Rhubarb is very proud to be involved.” 
Katie Harel, Marketing Director, Rhubarb    
“Hospitality brings joy and livelihoods and worthwhile careers to those of us who work it,  and pleasure to those that eat, drink and enjoy in our places.  It is at the heart of community. Without great people, we just can’t make it happen , we can’t Make Life Peachy . “   Hamish 

Hamish Stoddart, MD, Peach Pubs

Mark McCulloch added:

“The industry really needs to pull together to help inspire people as to the fantastic career paths people in the hospitality can enjoy.  We also need to build our industry confidence back and Hospitality Rising will achieve both of those goals if we can all rally round.”

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