VAT – One ask, and it’s a big one

I’m writing to ask you to do one thing: get your customers to sign the petition for a VAT cut for hospitality. If you’ve already planned to, great. If not, let me explain why it really matters – and why now is the moment to act. 

The door is open. The government has just cut VAT on children’s meals for the summer. That tells us something important: they can act, and they can act quickly, when there’s enough pressure and enough public support. This isn’t theoretical anymore – it’s happening. And the more visible backing they see from customers as well as operators, the more likely they are to go further. 

We shouldn’t underestimate that. Policy doesn’t move in isolation; it responds to a groundswell. Right now, we have a clear opportunity to show that this isn’t an industry asking for help in a vacuum – it’s an industry backed by the people it serves every single day. That collective voice is what will make the difference. 

Europe has already shown the way. More and more countries have reduced hospitality VAT to around 10%. This isn’t radical; it’s proven. Other governments have recognised the economic and social value of hospitality and have acted accordingly. There is a clear precedent for supporting this sector – and succeeding when they do. We are simply asking for the same recognition here. 

And make no mistake, this is an industry worth backing. We don’t just serve food and drink; we build communities. We create places where people come together, celebrate, connect, and unwind. We are part of the social fabric of towns, cities, and villages across the country. 

One of my favourite statistics says it all: house prices are around 10% higher in villages with a decent pub. Think about that for a moment. A thriving local doesn’t just benefit the people who use it – it lifts the entire community. It makes places more attractive, more vibrant, more connected. If nothing else, protecting and strengthening hospitality is an investment in the places people want to live. 

But it’s not just about customers – it’s about the people who work in our businesses. Youth unemployment remains one of the biggest challenges any country faces, and hospitality plays a critical role in tackling it. We provide first jobs, first skills, first opportunities. For many, it’s where confidence is built and careers begin. 

In my restaurants, it’s more than employment – it’s a social network. It’s friendships, support systems, and a sense of belonging. That’s something you can’t easily measure, but you see it every day. When we talk about protecting hospitality, we’re talking about protecting those opportunities for the next generation and giving people a pathway into work. 

So, here’s the ask. Reach your customers however you can: email, social media, beer mats, posters in your venues, conversations at the bar, and get them signing the petition. Make it visible. Make it easy. Make it part of the experience. The more touchpoints we create, the more momentum we build. 

I’ll give you a practical example. I have 11,000 customers on my email database. If I can persuade 3,000 of them to sign, and we all achieve something similar, we’ll comfortably reach our industry target of over a million signatures. That’s the point where government has to sit up and take notice. That’s when this becomes impossible to ignore, and when we give ourselves a genuine chance to secure meaningful change. 

A million signatures doesn’t just represent numbers; it represents a mandate. It shows that our customers believe in us, value us, and are willing to stand behind us. That’s a powerful message, and one that carries far more weight than any single voice or business acting alone. 

This is a collective effort, and every signature counts. The momentum is there. The opportunity is real. Now we need to act. 

A million signatures shows our customers vote for us as an industry. Let’s make it impossible for anyone to ignore. 

Sign the petition here: VAT’s the problem 

Alastair Scott
Founder of S4labour & CEO of Malvern Inns 

A template to send to your customers