Jason Atherton and his wife Irha
Industry charity Hospitality Action will be launching its first-ever Lunch Box Day later this month.
The charity is urging hospitality employers to support the fundraising initiative by encouraging staff to bring a packed lunch to work on Friday 23 October.
Companies that provide lunch for employees will be asked to donate the money saved for that day, while other businesses can make a donation on behalf of their team.
Ace Hotel in Shoreditch and Sauce Communications are among the first companies to sign up.
Penny Moore, chief executive, Hospitality Action, said: "Lunch Box Day is an easy way for companies to support Hospitality Action and raise awareness of the charity with their teams.
"By supporting this brand new fundraising initiative and making a charitable contribution you will be directly assisting those in need."
Hospitality Action seeks to provide emotional and financial support to present and past employees of the hospitality industry who have fallen on difficult times.
The charity is encouraging participants to tweet their lunches by using #SandwichSelfie and @HospAction.
Between January and August this year Hospitality Action received 15% more applications for assistance and spent 34% more in monetary terms supporting industry workers in crisis compared with the same period last year.
For more information visit www.hospitalityaction.org.uk