The Burnt Chef Project Launches “Change the Menu” Campaign to Raise Awareness for Mental Health in the Hospitality Industry

The Burnt Chef Project, a not-for-profit social enterprise dedicated to improving mental health in the hospitality industry, is proud to announce the launch of its innovative new campaign, “Change the Menu.” This 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 prioritising mental health and wellbeing.

Developed in collaboration with creatives Max Ettinger and Dylan Burnside, the Change the Menu campaign will roll out in conjunction with World Wellbeing 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.

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.

Kris Hall, Founder of The Burnt Chef Project, says:

“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. Thanks to Max Ettinger and Dylan Burnside for their work on the creative, Build Hollywood for their support with the out-of-home campaign and Tungsten Media for their production on the digital assets.

Creative Max Ettinger comments:

“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”.

For more information about The Burnt Chef Project and to access mental health resources, please visit

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