The Hospitality 4 Heroes crowdfund has raised £9,100 of its £10,000 target three weeks after launching to raise money for the NHS.
Luxury hospitality headhunter firm James & Cranwell launched the crowdfunding challenge with the premise of hospitality figures presenting hospitality ‘how to' videos on social media, such as cooking a dish or making a cocktail. The post should include a link to the GoFundMe page, and creators nominate three friends or colleagues to do the same within 24 hours.
The challenge has been shared widely on social media and has seen Rosewood London managing director Michael Bonsor sharing his gardening tips, Corinthia London managing director Thomas Kochs demonstrate his Wiener schnitzel recipe and two-Michelin-starred chef Hélène Darroze cook tarte tatin on Instagram. Holborn Dining Room head chef Calum Franklin also showed off his magic skills.
The initiative is one of many set up by the industry to support the NHS and its workers during the coronavirus crisis, with a whole host of businesses delivering food to workers, setting up donation pages, and hotels pledging free overnight stays for carers once they reopen.