The campaign, #VATsTheProblem, urges the sector to back the cut, which would bring the rate in line with Europe, by signing a new petition, aiming to get 1m signatures.
It is already supported by a number of trade bodies including UKHospitality (UKH), the British Beer & Pub Association (BBPA), the British Institute of Innkeeping (BII) and CODE Hospitality and is set to officially launch to consumers on 1 July.
Prior to this, Kerridge is urging the hospitality trade to spread the message and get as many signatures on the petition as possible.
As the campaign launched, the multi-site operator wrote an open letter, highlighting the pressure faced by operators across the sector.
He outlined how in Europe, VAT rates run anywhere between 8% and 12% compared to the UK’s current 20%.
Pressure on the Government
In a video posted on the petition website, Kerridge said: “We are trying to gain a million signatures onto a petition to keep the pressure onto [the] Government to lower the rate of VAT.
“We know all know, within hospitality, that lower rate of VAT down to 10%, in line with the rest of Europe is the way of stimulating growth and making our sector strong and secure for the future.”
He went onto highlight how many hospitality venues are closing each day, saying “this needs to stop”.
UKHospitality chief executive Allen Simpson said: “Hospitality is being taxed at every angle and a VAT cut to 10% is the single most impactful lever the Government can pull to support hospitality, jobs and our high streets.
“It’s clear that VAT’s the problem. 10% is fair for hospitality, and brings us in line with the rest of Europe.
“I’m delighted to work with Tom, fellow trade bodies and partners across the sector to unite behind this ask. Now let’s get behind the petition and show the Government why it needs to cut hospitality VAT to 10%.”
The letter in full:
Dear hospitality,
Our sector is under huge pressure. We know it. We live and breathe it every day.
We know that the key to unleashing hospitality’s potential to grow and thrive into the future comes
through a VAT cut.
We’re making sure Government knows that too, and we need your help.
Today, we’re launching #VATsTheProblem. It’s a nationwide campaign for all hospitality
businesses to unite behind a call to cut VAT for hospitality to 10%. In Europe, VAT rates run anywhere
between 8% and 12%, whereas we sit as one of the highest with 20%.
That needs to change and we need your help to push this message to government, your guests,
your customers and the public at large.
We’ve launched a petition, and we’re aiming to get a million signatures supporting a VAT cut to 10%
for hospitality.
Now is the time for hospitality to galvanise behind this campaign.
Three hospitality businesses per day are closing. We need them to stay open, we need growth, we
need to bring youth unemployment down and we need to secure the future of the most exciting
sector that we have.
Our ask is simple. Visit www.vatstheproblem.co.uk and add your name to the petition.
Be part of a movement that aims to get hospitality recognised and taxed in a much fairer way.
I know that the Government is listening, but we do need to push hard.
Ask every single member of your team to sign the petition, and ask them to rally their friends and
family, too.
The next step is that on the 1 July, with hopefully tens of thousands of signatures already, we will
launch the campaign to the consumer, with every hospitality business asking their guests to do the
same. Sign the petition.
We have a simple one-pager explaining the campaign, detailing everything we’re asking for, why
we’re asking for it and how you can get involved.
This is a nationwide campaign with ambassadors big and small spreading the word to everyone
that will listen, all asking for the same thing; a cut to hospitality’s VAT to 10%.
Let’s all get behind the campaign, make our voices heard and bang the drum for hospitality!
Big love.
Tom Kerridge
Multiple pressures
Earlier this month (May), Kerridge called for a VAT reduction to help ease pressure on hospitality businesses.
Speaking in a video interview shown at the BBPA Future of Beer & Pubs 2026 conference, the chef said operators were facing pressure from multiple cost lines, including business rates, wage inflation and wider business costs.
This was followed by Kerridge appearing on BBC Newsnight last week (Thursday 28 May) where he was asked if he felt “let down” by Labour after backing them in their election campaign as rising costs continue to hammer hospitality.
“Yes, across the board,” he replied. “But my fundamental basis of what the Labour party stands for, I am still wholeheartedly behind.”
He was joined by restaurateur Yotam Ottolenghi, pastry chef and author Ravneet Gill and Michelin-starred chef Simon Rogan.
At the time, the panel highlighted how a VAT reduction to 10% would ease pressure on the sector.
