Hospitality businesses, employees and industry organisations are being encouraged to sign a petition hosted on the #VATsTheProblem website ahead of a wider consumer launch on 1 July.
The campaign aims to secure one million signatures in support of the measure.
The initiative has already attracted backing from major trade bodies, including UKHospitality, the British Beer and Pub Association and the British Institute of Innkeeping.
Campaign organisers argue that reducing VAT to 10% would bring the UK more closely into line with many European countries, where hospitality businesses benefit from lower rates.
Restaurants in France and Germany pay VAT rates of around 7%, while Spain and Italy apply rates of 10%.
In the Republic of Ireland, prepared food and dining services are currently subject to a reduced VAT rate of 13.5%, which is due to fall to 9% from 1 July 2026.
Kerridge said: “Our sector is under huge pressure. We know it. We live and breathe it every day. We know that the key to unleashing hospitality’s potential to grow and thrive into the future comes through a VAT cut. We’re making sure Government knows that too, and we need your help.”
“Now is the time for hospitality to galvanise behind this campaign. Be part of a movement that aims to get hospitality recognised and taxed in a much fairer way. I know that the Government is listening, but we do need to push hard.”
Kerridge is asking business owners to ask every one of their team members to sign the petition, as well as encourage their families and friends to do so.
UKHospitality chief executive Allen Simpson added: “Hospitality is being taxed at every angle and a VAT cut to 10% is the single most impactful lever the Government can pull to support hospitality, jobs and our high streets.
“It’s clear that VAT’s the problem. 10% is fair for hospitality, and brings us in line with the rest of Europe. “I’m delighted to work with Tom, fellow trade bodies and partners across the sector to unite behind this ask. Now let’s get behind the petition and show the Government why it needs to cut hospitality VAT to 10%.”