This comes after figures from the Office of National Statistics revealed the UK had a record high 1.17m job vacancies in the three months to October, with hospitality recording the highest number of roles available at 151,000.
The leader of the project, ex-Pret and YO! Sushi marketer Mark McCulloch said: “The support we’ve had from the industry and some of our marketing contacts has been amazing.”
McCulloch added: “We now need to raise enough money to really land a high profile that will both attract people back into the industry or make those who haven’t considered our sector as a viable, exciting, creative and rewarding career.”
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The project leader has already raised £200k at a pre-fundraising launch from companies including Punch Pubs, the Dog at Wingham and Pizza Express.
UKHospitality (UKH) chief executive Kate Nicholls OBE said UKH was working closely with Hospitality Rising to develop and promote a campaign to address chronic labour and skills shortages in the hospitality industry.
Nicholls said UKH was “very pleased” to support the campaign’s short and long-term plans, in particular to raise awareness of the need for all-important campaign funding.
She said: “It has our full backing and we’re excited to see such early and positive momentum.”
The campaign has also secured £250,000 worth of creative strategy time and concept development from agencies via the Institute of Practitioners in Advertiser, including VCCP, Ogilvy and Forever Beta.