Leisure Marketing

May 14, 2012

Hospitality Action to help raise awareness and funds

James Day of www.leisuremarketingltd.co.uk with one of the sponsored Mercedes carsIndustry charity is to raise awareness during ‘Hospitality Action Week 14th-20th May’ – A benevolent charity dedicated to helping those within the hospitality industry who have fallen on hard times, and need help to fight alcoholism, drugs, family issues and homelessness, as well as being dedicated to training up those who want to get into the industry and have skills to be applied.

Supported by many leading chefs and restaurateurs including  Patrons of Hospitality Action Chefs Heston Blumenthal OBE and Michael Caines OBE, alongside Albert Roux OBE, Michel Roux OBE, Delia Smith CBE, Brian Turner CBE and Jamie Oliver.

More locally, restaurants are donating £1 per main course sold this week to help the charity, and James Day Director of Shropshire based hospitality industry marketing agency ‘Leisure Marketing Midlands Ltd’ and food reviewer editor of Eat-the-midlands.co.uk and gourmet-Lifestyle.co.uk Dining Club, which both provide a marketing and consultancy support for restaurants and the food industry is kicking off with a month of support. With a series of charity fund raising events to help raise further awareness in the region of the good causes that Hospitality Action support.

“I have been working within the hospitality industry for over 20 years, and have seen many individuals who have fallen on hard times, either through the stresses and strains of working within the industry – long hours, low pay and often dangerous environment in the kitchens  - as well as those who have personal issues, and perhaps do not have the support of the businesses they work in due to either being self employed, or very limited employee rights, that they suffer great hardships. Hospitality Action has been around for many years helping such people, and I thought it was time we did something too, so we have embarked on a series of initiatives to help raise awareness” .

James is currently training to undergo a charity run by signing up for the Great Midlands Fun Run, being held on June 10th, where he will run 8.5 miles for the charity, then, the following week, he will undergo a challenge of a different kind - On June 19, two teams will set off from the Lake District,  with one purpose in mind – to visit as many UK Michelin-starred restaurants as possible during 48 hours, to help raise up to £10,000 for Hospitality Action.

They’ll get to eat the most exquisite food available in the UK while raising around £10,000 for Hospitality Action. An amuse bouche here, a pre-dessert there. Along the way, they’ll snooze in their Mercedes sponsored by Enterprise cars, if they’re lucky, sharing the driving in between. The reviewers team will compete against a team of chefs including some of the best in the UK. Bruno Loubet, from The Zetter, in London, will be the chef ’s captain.

James Day has been selected as an influential hospitality expert to help support the cause. He’ll be joined by research and development experts, food writers, development chefs and others. James says: “I’ve visited numerous Michelin-starred restaurants – the most was eating in two in one day.  This may not sound it, but it will be quite a challenge, particularly reviewing each one!”


The event, dubbed the Cannonball Run 2012, takes its inspiration from its motoring equivalent, in which motorists dash across 2,000 miles of stunning European scenery to eat, drink, party and sleep in the cream of world cities. “We’ll travel non-stop day and night dropping into restaurants at all hours just to sample a tasting dish before dashing back to our cars and driving – within the speed limit – to our next restaurant." He adds: “In the Midlands we have numerous producers, many of them award winners, and plenty of great farmers. We have dedicated retailers who run independent stores and are highly knowledgeable about food. And then we have our restaurant sector. During the past 10 or so years, The Midlands has gained an enviable reputation for being the gourmet capital of Britain and we intend to bring the Cannonball Run, and the awareness of the Hospitality industry needs to the Midlands visiting as many of our own clients and Michelin restaurants including Simpsons, Turners and Purnell’s as well as Mr Underhills in Ludlow, and Mallory Court in Stratford."

James added “The two events work together well because my training for the fun run will help me to shed a few pounds in time for the Cannonball Run, while raising a few pounds for Hospitality Action. “

To read more about Hospitality Action, and donate to help  James’ challenges and raise the £10,000 target, visit his recently launched Just giving page

More on the Cannonball Run

More on Hospitality Action

Follow James' charity challenge www.twitter.com/leisuremarkLTD

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