Chef Tom Kerridge has renewed his campaign to reduce value-added tax (VAT) on food and drink in the UK hospitality sector, emphasizing the urgent financial pressures facing the industry. The Michelin-starred chef, known for his pubs Hand and Flowers and The Coach, highlighted the impact of rising operational costs and job losses during an interview promoting his new television series, Tom Kerridge Cooks Italy.

Kerridge stressed that a 10 percent cut in VAT for the hospitality industry would bring the UK into alignment with much of Europe and could be instrumental in preventing further business closures. "It’s the difference between the chalkboard still standing outside your local pub next year or it being boarded up," he said.

The chef pointed to several factors contributing to the sector’s difficulties, including increased minimum wage requirements, rising national insurance contributions, food price inflation, surging utility bills, and escalating business rates. Despite critical acclaim and a high profile, Kerridge acknowledged that his own establishments are struggling financially: of his five venues, only two are narrowly profitable, two are breaking even, and one is operating at a loss with costs exceeding revenue by 15 percent.

The hospitality industry currently employs more than three million people in the UK, but Kerridge cited figures indicating that about 350,000 hospitality workers have lost their jobs over the past year. He called the sector "a huge source of national pride," noting its combination of passion, creativity, and community spirit.

Kerridge also expressed support for incoming Prime Minister Andy Burnham’s endorsement of his VAT reduction campaign. Burnham, the former Manchester mayor known for his efforts toward urban regeneration, has been praised by Kerridge for bringing "good energy" to both the city and the issue.

In addition to his advocacy work, Kerridge’s latest television project explores Italian cuisine. During the interview, he reflected on his own upbringing, recalling a childhood diet of basic convenience foods such as fish fingers and tinned ravioli, a contrast to the diverse food culture he celebrates in both his cooking and media appearances.

While Kerridge remains committed to championing Britain’s hospitality sector, the challenges it faces underline ongoing vulnerabilities intensified by post-pandemic economic strains and inflationary pressures. The proposed VAT cut is seen by many in the industry as a crucial measure to sustain businesses and preserve jobs.