Having started as an initiative whereby participating restaurants donated the profits from one Sunday lunch service, Social Sunday has since grown into a national fundraising event with Hospitality Action keen to get as many operators involved as possible this year.
Chief executive Mark Lewis commented: “(HA) is proud of the success Social Sunday has grown to become and in 2019 we want to take things up a gear.
“We’re making 7 July – Social Sunday – a firm date in the hospitality calendar, a day when hospitality people come together to help their own.
“It’s an annual moment that unites the industry to fundraise and acts as a showcase of the fantastic food, drink and people that make the UK dining scene one of the most vibrant in the world.”
As such, the charity is urging foodservice operators, restaurants, hotels, pubs and bars across the country to undertake fundraising activities on Sunday 7th or in the week building up to the event.
Social Sunday founder Atherton said: “This year, Social Sunday is going to be the biggest ever and the industry has never operated in a tougher climate than the one we’re experiencing today.
“When times are hard, it’s important that we look after our people and that’s what Social Sunday is all about.
“No matter what you do for it, you’re part of an industry-wide crusade to help our people in times of crisis.”
All funds will help Hospitality Action continue its work supporting current and former industry employees who are in hardship or illness.
Astrid Wears-Taylor, fundraising and events director at Hospitality Action, summarised: “The great thing about Social Sunday is that it’s up to operators what they do to raise money.
“Previous fundraising efforts have ranged from cocktail masterclasses to after-dinner speeches from sporting icons and mini-festivals with barbecues and local bands.
“Social Sunday is a great opportunity to engage customers, staff, suppliers and the wider local community, to raise vital funds and to promote the values of each venue taking part.”