Recruitment campaign puts well-being at heart of menu

A charity has launched a new initiative to put well-being at the top of the menu to help boost recruitment for the hospitality sector.

The Burnt Chef Project, a not-for-profit social enterprise dedicated to improving mental health in the hospitality industry, has launched a new campaign, “Change the Menu”. 

The campaign is designed to drive recruitment by putting well-being at the top of mind, changing perceptions of the industry and positioning it as a career of choice rather than a stopgap. 

By highlighting the impact of the organisation’s free-to-access services and advocacy for better working environments, the campaign underscores the importance of prioritising mental health and wellbeing.

Developed in collaboration with creatives Max Ettinger and Dylan Burnside, the initiative rolled out in conjunction with World Wellbeing Week this week, from 24th - 30th June 2024. 

The campaign will be prominently featured across The Burnt Chef Project’s digital platforms and through out-of-home advertisements in key locations across London and Bristol throughout the week.

Using menus from two fictitious venues – The Struggle Inn and The Witts End – the initiative seeks to vividly illustrate the mental health challenges faced in the hospitality industry. 

These initial menus highlight issues such as antisocial hours, lack of management training, anxiety, and depression. In a powerful transformation, these problematic “dishes” are replaced with a new and improved menu featuring supportive structures, mental health training, and a better work-life balance.

Kris Hall, Founder of The Burnt Chef Project, said: “Our goal with ‘Change the Menu’ is to raise awareness about the mental health challenges in the hospitality industry and to promote the solutions that The Burnt Chef Project is providing. 

“We want to drive home the message that a healthier, more supportive work environment is not just necessary but possible. By changing the ‘menu’ of what the industry serves its workers, we can create a more sustainable and positive career path for hospitality professionals.” 

The Burnt Chef Project invites everyone to engage with the Change the Menu campaign, share its message, and join the movement towards a healthier and more supportive hospitality industry.