The Burnt Chef Project, a not-for-profit social enterprise dedicated to improving mental health in the hospitality industry, has launched its new campaign, Change the Menu.
The initiative, designed to drive recruitment to the industry, aims to highlight the significant impact The Burnt Chef Project is making through its free-to-access services and strong advocacy for improved working environments in the sector.
In order to drive recruitment and retention in the hospitality industry, wellbeing must be placed at the top of the menu. The Burnt Chef Project aims to change perceptions of the industry, positioning it as a career of choice rather than a stopgap. By highlighting the impact of their free-to-access services and tireless advocacy for better working environments, the campaign underscores the importance of prioritizing mental health and wellbeing.
Developed in collaboration with creatives Max Ettinger, whose CV includes spells at Ponderosa and CreativeRace, among others, and Dylan Burnside, the campaign will roll out in conjunction with World Wellbeing Week from June 24-30.
The campaign will be prominently featured across The Burnt Chef Project’s digital platforms and through out-of-home advertisements in key locations throughout the week.
Ettinger said: “From the age of 16, I’ve worked in hospitality so have experienced first hand the pressures that are faced. Mental health hasn’t always been a widely approachable conversation but seeing The Burnt Chef Project as a beacon for change of this rhetoric is incredible and the work they are doing is invaluable for the industry.”
The Change the Menu campaign uses menus from two fictitious venues – The Struggle Inn and The Witts End – 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.
“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,” said Kris Hall, founder of The Burnt Chef Project. “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.”
