At the time of writing, 111,881 people had signed the petition, which is calling for VAT on hospitality to be cut from 20% to 10%.
Kerridge is asking business owners to encourage every member of their team to sign the petition, as well as their families and friends ahead of a wider consumer launch on 1 July.
The campaign aims to secure one million signatures in support of the measure.
Earlier this week, Prime Minister Keir Starmer shrugged off a question at Prime Minister’s Questions from Rosie Duffield, the independent MP for Canterbury.
She told the Commons that “20% VAT for hospitality is killing businesses” and asked whether the Government would reduce the rate in line with much of Europe.
Starmer responded by highlighting business rates relief for pubs and the temporary VAT cut on children’s meals, but did not commit to a broader hospitality VAT reduction.
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.”