Tom Kerridge has become the face of VAT’s The Problem, a nationwide campaign calling for hospitality VAT to be cut to 10%.
The campaign is asking the Government to reduce hospitality VAT in line with many European countries. It is backed by major industry organisations including UKHospitality, the British Beer and Pub Association, the British Institute of Innkeeping and CODE Hospitality. The #VATsTheProblem campaign is calling on hospitality businesses, teams, suppliers and customers to support the petition, with the aim of reaching one million signatures.
Updated July 2026: since the campaign launched, #VATsTheProblem has moved from an industry call-to-action into a public-facing campaign, with hospitality venues encouraged to use customer-facing assets, QR codes, posters and in-venue messaging to support the petition.
For restaurants, pubs, bars, hotels, cafes and venues across the UK, this is not just another industry campaign. It reflects the pressure many hospitality businesses are already feeling every day.
Hospitality VAT Is Still A Serious Industry Issue
Rising costs, staffing pressures, energy bills, business rates, supplier increases and changing customer habits have all made trading harder. Many operators are working with tighter margins while still trying to protect quality, service, team culture and the guest experience.
A cut in hospitality VAT would not suddenly solve every challenge facing the sector, but it would give hospitality businesses more room to breathe. It could help venues invest in their teams, protect jobs, improve their sites, manage price increases more carefully and build stronger long-term businesses.
That is why this campaign matters. It gives the industry a clear, united message and makes it easier for customers, teams and suppliers to understand what is at stake.
What Has Changed Since VAT’s The Problem Launched?
The campaign has gained visible industry support since its launch. UKHospitality reported that more than 100,000 people backed the petition in its first three days, and later campaign updates said support had grown further as venues prepared to speak to customers directly.
UKHospitality has also warned that one in six venues could be at risk of closure, using that pressure to underline why the sector is calling for hospitality VAT to be reduced to 10%.
If you mention a live petition number in the article, check the live counter on the VAT’s The Problem campaign website on the day of publishing, because the figure can change.
You can also read UKHospitality’s campaign launch announcement, its update on campaign assets for operators and its warning that one in six venues could be at risk of closure.
Why This Matters For Hospitality Marketing
At Spotty Media, we work with hospitality businesses every day, so we see how much effort goes into keeping venues visible, relevant and commercially strong.
When the sector is under pressure, marketing cannot just be about looking busy online. It has to help businesses communicate value, build trust, drive bookings, increase footfall and strengthen customer loyalty.
Campaigns like VAT’s The Problem also show the importance of storytelling. Hospitality businesses are not just asking for support. They are explaining the reality of running venues, employing local people, supporting suppliers and creating places that communities rely on.
That message needs to be clear, consistent and easy for customers to understand.
Hospitality Businesses Now Need Customers In The Conversation
The campaign has now moved beyond the sector talking to itself. Since the consumer launch on 1 July, restaurants, pubs, hotels, cafes and venues have been encouraged to bring guests into the conversation and explain why a lower hospitality VAT rate matters.
UKHospitality has also highlighted the campaign assets available for operators, including posters, tent cards, beer mats and cards that can be used in venues, staff rooms, reception areas and with receipts. That makes the campaign easier for operators to communicate without having to build all the messaging from scratch.
For hospitality businesses, the strongest communication will not be overly political or complicated. It should explain, in plain language, why fairer hospitality VAT matters for the places people love to eat, drink, stay and spend time.
This could include social media posts, email newsletters, website updates, table talkers, team briefings and simple messaging at the point of booking or payment. The message should help customers understand that supporting hospitality means supporting local jobs, independent businesses, town centres, producers, suppliers, venues and communities.
Visibility Matters When The Industry Needs Change
Hospitality is brilliant at creating experiences, but it is not always as good at telling its own story. This campaign is a reminder that visibility matters, not only for bookings and revenue, but for influence too.
When restaurants, bars, hotels and venues speak clearly and collectively, people listen. When they explain the pressures behind the price of a meal, the cost of a pint, the challenge of staffing a venue or the importance of a busy midweek service, customers are more likely to understand and support them.
That is where strong hospitality marketing has real value. It helps businesses say the right thing, to the right people, in the right way.
A Clear Moment For Hospitality To Speak Up
Tom Kerridge’s involvement gives VAT’s The Problem national attention, but its strength will come from the wider industry getting behind it.
Whether you run an independent restaurant, a village pub, a boutique hotel, a wedding venue, a cafe, a food brand or a multi-site hospitality group, this is a moment to be part of a bigger conversation about the future of the sector.
Hospitality does not need more empty noise. It needs practical support, fairer conditions and stronger public understanding.
And, as this campaign shows, it also needs to be heard.
At Spotty Media, we help hospitality businesses build visibility, communicate clearly and turn marketing into something commercially useful. From hospitality social media management and PR campaigns to website development, email marketing and content creation, we work with restaurants, bars, hotels, venues and food and drink brands across the UK.
Let’s talk about how your hospitality business can build stronger visibility, better customer engagement and more meaningful results.
