VAT’s The Problem — The Upton’s Take (A Pub With a Hug)

VAT’s The Problem — The Upton’s Take (A Pub With a Hug) 

If you’ve been in The Upton recently, you’ll know we’re big on two things: 

• Proper food and drink 

• Making people feel welcome (we like to call it “a pub with a hug”) 

 

What we’re less keen on? A tax system that treats hospitality like a luxury hobby. 

That’s why we’re backing #VATsTheProblem — a new campaign spearheaded by chef Tom Kerridge, calling on the Government to cut hospitality VAT to 10%. 

What the campaign is asking for (one simple thing) 

 

The campaign’s single ask is: 

• Cut hospitality VAT to 10% (from 20%) — in line with Europe 

That’s it. No 47-point manifesto. No vague “support small business” slogans. Just one clear change that would make a real difference. 

There’s also a petition, and the goal is big: 

• 1 million signatures 

 

Why it matters (and why we’re talking about it) 

 

Running a pub isn’t just “serving lunch.” It’s jobs, training, suppliers, local farms, local breweries, community groups, families, birthdays, anniversaries, first dates, last-minute wake teas, and the occasional “can you fit in 14 of us at 7pm?” 

A VAT cut isn’t some abstract political debate — it’s the difference between: 

• keeping prices fair without shrinking portions or quality 

• investing in the team (and not just asking them to do more with less) 

• fixing and improving the building so it stays the place we all love 

• keeping hospitality alive as something you can actually build a business on 

 

The sarcastic bit (because we all need it) 

Hospitality is expected to: 

• create jobs 

• boost tourism 

• keep high streets alive 

• be the heart of communities 

• smile through everything 

…while being taxed like we’re selling yachts. 

 

So yes — we’re going to politely suggest that a plate of fish and chips shouldn’t be taxed like a designer handbag. 

 

What Tom Kerridge is saying (and he’s not wrong) 

 

In an open letter shared via UKHospitality, Tom Kerridge says the sector is under huge pressure, and that a VAT cut is key to helping hospitality grow and thrive. He’s urging the whole industry to get behind the petition and rally teams, friends, family, and guests. 

 

We agree. Hospitality people are brilliant at cracking on — but sometimes cracking on quietly just means nobody notices the pressure until something breaks. 

 

What you can do (takes 30 seconds) 

If you’d like to support the campaign, here’s the ask: 

1. Sign the petition 

2. Share it with a couple of friends 

3. If you’re in the trade, ask your team to sign too 

You can sign here: 

• https://www.vatstheproblem.co.uk/ 

And if you’re a hospitality business and want posters/assets, there’s a toolkit here: 

• https://www.vatstheproblem.co.uk/campaigntoolkit 

 

A final note from us 

We reopened The Upton because pubs matter — not just as businesses, but as places where people feel part of something. 

If a fairer VAT rate helps pubs and restaurants keep doing what they do best — employing local people, buying from local suppliers, and giving communities somewhere to gather — then it’s worth all of us adding our names. 

 

Thanks for backing hospitality. 

— Julian & The Upton team