Uber Eats announces ‘reverse sponsorship’ with Hospitality Action

In the first sponsorship mechanic of its kind, Uber Eats will donate money to Hospitality Action whilst also ensuring that they take centre stage at the inaugural restaurant awards. 

Hospitality Action, is a UK charity that was established in 1837 and has since offered vital assistance to all who work, or have worked within the hospitality sector.

The first-ever awards from the food delivery app will see the winner of the ‘Restaurant of the Year’ win £100,000 to build and expand their business. For the past month, the public have been voting for their favourite local spots across UK and Ireland, and the inaugural awards will celebrate the winners of each region. 

Earlier this month, the regional winners were invited to take part in a judging day in London, where their food was tasted by a panel of expert judges including Prue Leith, Rachel Ama and Chief Executive of Hospitality Action, Mark Lewis. The ultimate winner of the Restaurant of the Year Awards will be announced at a ceremony on the 25th August.

As part of the awards, Hospitality Action will be sponsoring the Pioneers & Innovators category. These awards recognise restaurants who are excelling in specific areas, whether that be in supporting their local community, or in their efforts to run a sustainable business. 

As well as the donation money being provided by Uber Eats, there will also be QR codes on display at the ceremony to encourage guests to donate to Hospitality Action.

Matthew Price, Uber Eats General Manager, said: “It has been a turbulent few years for the hospitality industry, and being able to come together at the Uber Eats Restaurant of the Year Awards and celebrate the industry is more important than ever. We are excited to be introducing this new sponsorship mechanic as part of the awards, and to be supporting Hospitality Action and the incredibly important work that they do.”

Mark Lewis, Chief Executive at Hospitality Action, said: “I’m delighted to be a part of this new type of sponsorship as it is a great way to increase both funds and exposure for our organisation. Uber Eats and Hospitality Action share a common goal: to support UK hospitality and food service operators. With the sector facing such profound challenges, showcasing and celebrating success and hard work within the industry has never been more important.”