Insights & Trends

Budget blows for hospitality

October 2024

Labour’s first Budget in 14 years promised a ‘decade of renewal and more pounds in people’s pockets’.

In reality, it’s dealt several swift blows for foodservice and hospitality. Reeves announced a £40bn tax increase in the Budget. And businesses are set to bear the brunt.

Here, we take a closer look at today’s ‘rebalance of the budget’. The key takeouts for hospitality. And how industry has reacted.

The biggest issues facing foodservice & hospitality

Hike in employer National Insurance

As widely expected, the chancellor has increased employers’ National Insurance Contributions but decreased the threshold at which businesses start paying from £9,100 to £5,000.

Employers’ National Insurance contributions will rise from 13.8% to 15%. The moves will raise £25bn.

Reeves said: “I know that this is a difficult choice. I do not take this decision lightly.”

Increase to Employment Allowance

Reeves announced increases to Employment Allowance to help smaller businesses.

The allowance will increase from £5,000 to £10,500, which the chancellor says will mean almost 900,000 employers won’t pay any National Insurance at all next year.

Bump to National Minimum Wage

The Government will move towards a single adult rate for the minimum wage.

The new Real Living Wage rate was announced on 23 October – set at £13.85 in London and £12.60 across the UK.

Reeves announced the National Living Wage for people aged 21 or older will rise by 6.7% from £11.44 an hour to £12.21 from next April.

In addition, the National Minimum Wage will rise for people aged between 18 and 20-years old from £8.60 to £10.

Apprentices will see the biggest pay spike, with hourly pay increasing from £6.40 to £7.55.

Extension on business rates relief for retail & hospitality

Some respite was announced in the form of business rates relief.

Reeves said: “From 2026-27, we intend to introduce two permanently lower tax rates for retail, hospitality and leisure properties which make up the backbone of high streets across the country, and it is our intention that is paid for by a higher multiplier for the most valuable properties.

“But the previous government created a cliff edge next year, as temporary relief ends so I will today provide 40% relief on business rates for the retail, hospitality and leisure industry in 2025-26 up to a cap of £110,000 per business. Alongside this, the small business tax multiplier will be frozen next year.”

Alcohol duty: a penny off a pint BUT increase in duty

Alcohol duty rates on non-draught products will increase in line with RPI from February next year. In real terms, a cut of 1.7%, which equates to a penny off a pint in a pub.

However, more widely, other alcohol duty will increase by 2.7%.

Inflation predictions

Reeves set out inflation predictions saying the OBR say CPI inflation will average:

  • 2.5% in 2024
  • 2.6% in 2025
  • 2.3% in 2026
  • 2.1% in 2027
  • 2.1% in 2028
  • 2.0% in 2029

Industry reaction: the impact of the Budget

In statements released this afternoon to media, the industry’s leaders and associations and William Murray’s commercial director, reacted to the Budget.

Kate Nicholls, CEO UKHospitality, said:

“This Budget is the latest blow for hospitality businesses. Rising taxes, increasing costs and fragile consumer confidence risk bringing growth to a grinding halt.

“In the short-term, the tsunami of employment costs coming in April will ultimately do more to hamper growth than incentivise it. Increases to employer NICs and wages will make it harder for businesses to support employment and invest in their businesses. Avoiding the business rates cliff-edge next April was critical and it was important that some relief has been extended. However, the reduced level of 40% is another cost that

businesses have to deal with. For those small- and medium-sized operators, their rates bills will still go up in April. All of this means that 2025 will be painful for hospitality, with an increased annual tax bill of £3 billion for the sector.

“However, there are reasons for longer-term positivity. I am pleased that the chancellor is implementing UKHospitality’s recommendation for a permanently lower level of business rates for hospitality. Levelling the playing field in this way recognises the importance of the high street and the role it plays in our communities and economy.”

Steve Alton, chief executive, British Institute of Innkeeping, said:

“These are businesses at the heart of their communities, who have invested heavily since the pandemic in their pubs, making them safe, welcoming spaces, open to all. As we head towards the festive period, they will continue to ensure their customers can connect with friends, family and their wider community, but the quieter winter months will be incredibly tough, especially with lower rate relief of 40% on business rates, as well as increased employment costs. Without this investment in their futures, we stand to lose many more of these unique and essential community hubs.”

Sacha Lord, Manchester’s night-time economy advisor, said:

“This budget has shown that treating all businesses the same is just no longer sustainable. Restaurants, hotels, pubs, and bars operate on an entirely different model than the leisure and retail sectors, yet our businesses are being treated, taxed and regulated in the same manner. The high street has changed, and the way we approach budgetary decisions and policies must too.

“Increases to employers’ national insurance and the minimum wage will place even more strain on business owners. Increasing these costs without providing support for them to do is a broken model and will only ever lead to more businesses shutting their doors. Business rate reliefs have been a lifeline for hospitality over the past few years. The partial extension of this relief from 75% to 40% will save jobs, but this will still not be enough for many, and we will see restaurants and bars now facing unsustainable increases to their rates bills.”

Chris Dines, commercial director, William Murray PR & Marketing, said:

“At a macro level, the outlook for consumer spending won’t be hit hard by this budget. It’s a more benign environment as well, with some mediocre growth forecast, stable inflation and a likely drop in interest rates.

“It seems to be a budget designed specifically to hurt businesses that employ plenty of lower paid, younger, staff in industries with high attrition. The Employer NI changes have a disproportionate impact in such a scenario, so take the example of a business employing 100 staff on an average £25,000 salary. A rough calculation suggests that the business will incur £215,000 of Employer NI this tax year, and £290,000 next. That hike, equivalent to three extra staff, is largely down to changing the cut-in salary for when

Employer NI is charged. This is all before the impact of raising minimum living wages significantly, with the biggest hike on staff under the age of 21.

“None of this extra cost will be re-invested into business enterprise.”

Insights & Trends

Planning for 2027? Don’t start with the marketing plan 

September 2026

by Anita Murray, CEO, William Murray  

For food, drink and hospitality businesses, 2027 budgets are starting to take shape. Campaigns are being mapped out and calendars are tentatively filling up with launches, events, content and communications activity. 

Before deciding what marketing activity your business needs next year, there is a more important consideration: What does the business need to achieve – and what could get in the way? 

The more specific the objectives and obstacles, the easier it becomes to make useful, strategic decisions about marketing and communications that will help businesses grow with greater certainty. 

Six questions to take into your 2027 planning 

  1. What are our most important growth objectives?

Be specific about what the business needs to achieve. Which customers, markets, products or relationships matter most? Where does growth need to come from, and what would meaningful progress look like by the end of 2027?  

Whether the ambition is to win new customers, enter a market, grow a category or create demand for innovation, the marketing plan needs a clear commercial destination. 

  1. What are the biggest obstacles to achieving them?

Where is growth most likely to get stuck? It could be competitive pressure, customer perception, differentiation, credibility, market position, lack of influence or something operational that communications needs to help address.  

Identifying the obstacle changes the conversation from “What should we do?” to “What needs to change?” 

  1. Has our market position changed?

Markets move quickly. Competitors evolve, customer expectations shift and propositions that once stood out can become familiar. Ask whether the position that worked previously will still be compelling in 2027. 

That means looking beyond your own brand. What are competitors now claiming? What do customers value? Where has the market become crowded? What new expectations have emerged? 

  1. What do our customers actually value now? 

Planning often begins with what a business wants to say. A stronger starting point is understanding what customers need to hear, believe or experience before they will change behaviour. 

Our 2026 From Visibility to Influence research found a clear gap between the messages suppliers believe they are communicating and how those messages can be experienced by operators. Suppliers talked about innovation, sustainability, partnership and understanding their customers. Operators told us they wanted clearer value, practical solutions, proof and transparency. 

That gap has commercial consequences. 

In a pressured foodservice environment, operators are already dealing with labour shortages, cost pressures, sustainability demands and supply chain challenges. Communications that add complexity or make broad claims without evidence are unlikely to earn much attention. 

The implication for 2027 planning is important: understanding customer priorities should shape the communication strategy before channels and campaigns are selected. 

  1. Where do we need greater trust, authority or influence? 

Awareness can tell you that people recognise a brand. It tells you much less about whether they trust it, value its expertise or will consider it when making a decision. 

Our research found that operators and industry influencers respond strongly to credible evidence, practical application and genuine industry contribution. 

Innovation, for example, has greater value when it demonstrates how it can make an operation easier, more efficient or more resilient. Sustainability claims become more credible when businesses can show evidence, acknowledge trade-offs and communicate progress honestly. 

For businesses planning for 2027, this raises useful points: Where do we need to influence decisions, and what would give us the authority to do so? That might involve customers, chefs, procurement teams, wholesalers, industry bodies, media or other stakeholders. 

  1. Finally, what communications activity will make a difference?

Once the growth objective and obstacles are clear, the role of communications becomes much easier to define. 

Perhaps the business needs stronger thought leadership to establish authority in a category. Perhaps it needs evidence-led communications to build credibility around a new proposition. Perhaps customer voices and practical demonstrations would do more to build confidence than another broad awareness campaign. 

And sometimes the answer will be to do less. The important thing is that activity has a clear job to do. 

Better planning starts further upstream 

Visibility has value, but commercial growth depends on what happens after someone sees you. Do they understand your relevance? Do they believe your claims? Do they trust your expertise? Will they involve you in the conversation when a decision needs to be made? 

Those questions deserve a place in the planning process. 

Before you lock down your 2027 marketing plan, make sure you have identified what is most likely to get in the way of achieving your growth objectives. That gives you a strategic basis for deciding where communications, marketing and other forms of commercial activity can help you achieve growth with greater certainty. 

Our Market Authority & Growth Roadmap is designed to help businesses take that step back: clarify the growth objective, identify the positioning, credibility, visibility and influence barriers that may be limiting growth, and establish where authority-building activity should focus next. 

Planning for 2027? Talk to us about where growth could get stuck before you decide what activity comes next.