How one aspect of Invisible Chips helps the lodge industry

Following a meal in August, the UK government announced new restrictions on pubs, bars and restaurants, including 10 p.m. curfews across much of the UK to curb the spread of Covid-19. The move will be another blow to the hospitality sector, which has been particularly hard hit during the coronavirus pandemic.

As part of the fallout, Hospitality Action, an industry-dedicated charity, looked for fundraising routes that appeal to the public and launched Invisible Chips in July – an initiative that raises donations under the guise of a lighthearted menu add Ons promotes.

The concept was developed and directed by the creative director duo Dave Askwith and Rob Porteous and presented to the public for the first time in a campaign film with First Dates Maître d & # 39; and TV presenter Fred Sirieix.

"The workers were hit hardest, and Hospitality Action tried to handle thousands of requests for help from employees who had no jobs and no money but still had to pay bills and put food on their own tables," explains Porteous.

Although invisible chips do not naturally exist in any physical, edible form, celebrity chef Heston Blumenthal shows in another campaign film how you can "prepare" your own triple-cooked version at home, visualized playfully à la Heinz and even detailed the different types and menus Nutritional information (& # 39; 0% fat. 100% charity & # 39;).

With tough times in the hospitality industry, it's time to share something special. The creator of the triple cooked chip believes that now is the time to reveal the recipe for his latest masterpiece: Heston Blumenthal's triple cooked invisible chips. pic.twitter.com/pj1zHZ6JoQ

– Hospitality Action (@HospAction) September 2, 2020

"Dave and I always wanted to add some invisible spices and give the customer the option to have their invisible chips delivered by invisible drone as it was a great way to generate more money for the charity and make our customers smile too" so Porteous says.

People can donate to the cause online by paying for Invisible Chips, which are also available in bars and restaurants across the UK. They were first added to a physical menu at BrewDog – which also supports independent hospitality companies through its Kickstart collective – and are now “in stock” at 250 venues, including the Hilton Hotel and burgers and lobsters, Hawksmoor and gaucho restaurants. Although fundraising figures are not yet available, Hospitality Action has reported positive responses from customers and hospitality workers who have benefited from the initiative.

“We always knew that it would be difficult to get people to part with their money in the current climate,” Porteous says. “But we also knew that if the public smiled when we asked, we had a better chance of taking a stand. And who doesn't like chips? "

invisible Chips.org.uk


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