Hospitality Action pairs with Jason Atherton for SUNDAY SOCIAL this summer

This summer, Hospitality Action (HA) is calling on chefs, restaurateurs and hoteliers across the country to come together and raise funds in support of people who work or have worked in hospitality and find themselves in crisis.

The industry charity aims to unite the UK’s hospitality community on Social Sunday - and help transform the lives of those working in the hospitality industry.

Social Sunday was the brainchild of Michelin-starred chef Jason Atherton. For three years, Jason, a patron and trustee of HA, has run the event to fundraise for the charity. Since launching Social Sunday in 2015, he has raised over £100,000 to help his fellow hospitality professionals.

This year, on 1 July, HA is taking the concept nationwide and asking operators up and down the country to support Social Sunday by taking part in the biggest lunch service ever.

Jason Atherton explains: “This is the fourth year of Social Sunday, and the industry has never operated in a tougher climate than the one we’re currently experiencing. When times are hard, it’s important that we look after our own – and that’s what Social Sunday is all about.

“This year, HA’s Chief Executive Mark Lewis and I are asking operators across the nation to help in any way they can. Every offer of support, no matter how small, will help build a wave of generosity towards industry professionals who need HA’s help most.”

Mark Lewis adds: “Social Sunday is a chance for businesses to engage their local customer base and raise money for a good cause.

"This year, we aim to build on the strong foundations laid by Jason and establish Social Sunday as one of the stand-out dates in the hospitality calendar. If the industry comes together, I know we can achieve something remarkable."

Jason's restaurants welcome guest chefs to create bespoke tasting menus, with profits going to HA. But the charity has created a range of fundraising ideas for the event, meaning restaurants and hotels can commit at whatever level suits them. Even if you can’t open up on Social Sunday itself, there are plenty of ways to get involved in the weeks around it.

Ways of getting involved include:

 Hosting a cookery demo for local customers pre-service and donating proceeds.  Inviting a local celebrity to speak and create an “audience with” lunch.  Holding an auction or raffle during the week of Social Sunday, donating proceeds.  Inviting your suppliers to gift you produce for Social Sunday and donating your savings.  Applying a discretionary extra charge to bills for the week of Social Sunday.  Donating a percentage of profits for the day after covering costs.