The need to do more: hospitality rallies in aid of Ukrainian refugees

The United Nations disclosed that more than three million people have fled Ukraine in search of safety with “most” residing in neighbouring EU countries. Nearly two million Ukrainians have settled in Poland and the EU has granted those fleeing the war a “blanket-right” to stay and work throughout the 27 nations for up to three years. In preparation for the arrival of refugees in EU member states, the United Nations says “people are opening their hearts” to the Ukraine civilians.

“Like hundreds of millions of others around the world we’re appalled at the humanitarian disaster unfolding in Ukraine,” says Kate Nicholls, chief executive at UKHospitality. “As ever, though, our industry is showing compassion and rising to this latest, tragic challenge,” and in response, initiating “company-wide” fund-raising campaigns to aid Ukrainian civilians and Russian colleagues.

As can perhaps be expected, more renowned firms have rallied to lead the provisions of aid; catering company CH&CO issued a £50k support package for the Disasters Emergency Committee Ukraine appeal. It says its priority is to “support our people,” removing Russian items from its supply chain, whilst correspondingly giving managers the “tools” to “confidently and compassionately” support team members. Prominent franchises, McDonalds and Burger King have also temporarily suspended business in Russia, with both firms making substantial donations to international charities UNHCR and Red Cross.

“Our values mean we cannot ignore the needless human suffering unfolding in Ukraine,” said Chris Kempczinski, CEO of McDonalds, and this ongoing brutality is now seeing established firms journey a step further by offering Ukrainian refugees “accommodation, community support and jobs” in the form of “sector-led” sponsorship schemes. “Our sector is well placed to be part of the global collaborative effort to help the people of Ukraine,” urges Nicholls. “We are ready to assist with the new humanitarian supported pathway.”

Yet, Nicholls also draws attention to the initiatives taken by independent business owners and employees in the market, describing the support as “heartening.”

“We have the ability to help,” urges Alex Sheekey, head of people at Burger and Lobster. “We’re going to rally and we’ll try our ‘very best’ to help collectively.”

Entering into his 14th year in hospitality, Sheekey has worked in human resources for the entirety of his career so far. From hotel to catering companies, such as GLH Hotels and Premier Foods, he has a wealth of experience in the hospitality industry. Now heading-up the London chain, Burger and Lobster, Sheekey suggests the sector is in a “strong position” to support the crisis and calls on firms to “club together” to aid Ukrainian refugees. But why is the industry better-able to help?

“It is a very accessible sector. Very few industries can mobilise in the way that hospitality can,” states Sheekey.

From managing a restaurant or hotel to organising events and catering, there are a “range of hospitality careers on offer,” says graduate site Prospects. Offering a “wide range of skill sets” and being “rich in diversity” are two of the main factors Sheekey proposes that make the sector so accessible. “We are run by people, for people, it’s what we do best.”

It can also be noted that the “power of the sector when brought together” also makes it instrumental in the support of Ukrainian refugees, since “on your own there’s only a limited amount of difference that you can make, but when you start joining the dots across the industry, it will make a real difference,” says Sheekey.

The operator has consequently launched an initiative called Hospitality For All, with the aim of “speeding up” the recruitment process for refugees seeking work. “It felt right to open our doors and do a joined-up approach with other operators.” Hospitality businesses that have already signed up to the scheme include Wahaca, Franco Manca, The Cinnamon Collection, Pizza Pilgrims, Beast Restaurant and Miguel’s Pizza.

He adds Burger and Lobster live by the saying: “the whole is greater than the sum of its parts”; by creating an “applicant-first hospitality-focused recruitment website”, it is permitting brands to post available jobs for refugees, encouraging those looking for employment to submit one application form for a variety of industry vacancies rather than having to apply to multiple restaurants. It says applications will be shared across the consortium’s recruitment teams, thus facilitating jobs in the “fastest way possible” and giving the applicant a “higher chance of success.”

So how successful is the initiative proving?

“In the last 24 hours, we’ve had over 50 hospitality groups in London pledge their support.” The operator has also had the backing of CAB Studios regarding the development of the website, with “a lot” of gestures of “goodwill” shown by schools helping sponsor the scheme. Sheekey does contend there is a “big time and effort and resource investment”, but it’s going to be for a “better cause” and a “very” worthy cause, so the restaurant is “willing to do it.” – “I’m sure there’s so many other operators who feel the same way,” states Sheekey.

Cited by the BBC, a number of Ukraine refugee collection sites have been “brought to tears” by the extent of local kindness. North Wales Live correspondingly reports In Rhyl, a woman collected £300 in a whip-round at her office and spent it wholly on toiletries in Home Bargains for the appeal. “I think everyone can empathise with the situation,” suggests Sheekey.

Yet hospitality is not the only industry aiding in the Ukraine crisis. Asda recently pledged its assistance by launching an employment support package. The supermarket has around 1,500 salaried and hourly-paid roles available in its stores, warehouses and within its sourcing and procurement arm IPL and says it would “welcome” applications from Ukrainian refugees to fill these roles. It will also make a colleague discount card and access to wellbeing support services “immediately available” to any Ukrainian refugees joining the business, “with the intention of helping them establish themselves in their new community,” says the retailer.

“We can’t imagine how difficult the last few weeks have been for those people who have been forced to abandon their homes and seek refuge abroad. We want to support those Ukrainian refugees who come to the UK by helping them find employment as this will give them the stability and security needed to help build a new life for themselves,” urges Hayley Tatum, Asda’s chief people officer. “I’m sure it’ll go a small way to help them get settled once they need to,” Sheekey supports.

A “by-product” of the employment scheme may be that it consequently goes towards solving the “recruitment crisis.” UKHospitality recently announced that the hospitality sector is experiencing a “major staffing crisis”; there is now a “finite” amount of people available to work in the UK and only one in five people would consider working in hospitality which is a “poor stat,” according to the association. However, “it will only be a by-product of the initiative,” stresses Sheekey. “It’s not to solve our problems. It really isn’t an initiative to solve recruitment challenges in our sector. It’s a niche initiative to help those who need it and we will try our very best to help collectively.”

There has certainly been a moral-fuelled response across all industries to help with the Ukrainian crisis. Firms that “have the ability to help” are doing so, and “will be here to assist for as long as it takes.” After halting business and “cutting-ties” with Russian companies, firms have been “racking their brains” about how they can help and what they can do, yet hospitality is “uniquely placed” in that sense that is able to journey a step further, says Sheekey.

Companies within the sector have seized the opportunity to recruit Ukrainian refugees, championed by the voice of the sector, UKHospitality, and has been met in the form of sector-lead employment schemes. Whilst being carried out by more renowned franchises, they have also motivated independent businesses to deliver similar employment initiatives to help “make a real difference.”

Burger and Lobster are just one example of independent businesses trying to do all they can to support the Ukrainian people and “leverage in the power of the sector.” No single operator is going to make a “real tangible difference on its own” but by an initiative that brings the market together, “we can make a difference for those that need the support.” Whilst perhaps being a by-product of these new schemes, solving the recruitment crisis is clearly not its aim, yet as these initiatives become more popular, it may be that it does to some extent aid the industries long-standing employment obstacle.