In this episode of SRLV’s Not Just a Number, Partner and Executive Chairman Marc Voulters sits down with Adam Hyman, founder of CODE Hospitality and owner of The Good Food Guide, to discuss the state of British hospitality, the pressure facing restaurants, pubs and cafés, and the growing campaign to reduce VAT for the sector. Adam is one of the most connected voices in UK hospitality. Through CODE Hospitality, his industry newsletter and platform reaches tens of thousands of people across restaurants, food, drink and hotels. He is also the custodian of The Good Food Guide, one of Britain’s most respected restaurant guides, which has been championing great places to eat since 1951. The episode focuses on one of the biggest issues facing the sector today, the cost of doing business. Adam and Marc discuss the impact of Brexit, Covid, rising employment costs, national insurance changes, energy prices, reduced consumer spending and the pressure these challenges have placed on restaurants, pubs, cafés and hotels across the UK. A key focus of the episode is the “VAT’s The Problem” campaign, backed by major hospitality figures including Tom Kerridge, which is calling for VAT on hospitality to be reduced from 20% to 10%. Adam explains why VAT is seen as one of the clearest levers government could use to help hospitality businesses survive, protect jobs, support the high street and keep local communities alive. Discussion points in this episode include: Adam Hyman’s route into hospitality and why restaurants became a lifelong passionHow CODE Hospitality grew from a small industry bulletin into a major UK hospitality platformWhy British hospitality has faced years of pressure from Brexit, Covid, inflation and rising costsThe case for reducing VAT for restaurants, pubs, cafés and hotelsWhy the “VAT’s The Problem” VAT campaign is gaining traction across the industryHow hospitality supports jobs, young people, local communities and the high streetWhy restaurants are about more than food and drink - they are about experience, service and connectionThe shift away from formal fine dining towards neighbourhood restaurants, pubs and informal diningWhy The Good Food Guide moved from print to digitalHow The Good Food Guide continues to champion the best places to eat across Britain Key Moments: 0:00 – Why British hospitality needs urgent support 00:40 – Introducing Adam Hyman, CODE Hospitality and The Good Food Guide 02:00 – Adam’s early love of restaurants and the buzz of hospitality 05:39 – From university and commercial property to the restaurant world 08:00 – Jeremy King’s advice and Adam’s first step into hospitality 10:22 – How CODE Hospitality started as an industry newsletter 11:47 – Growing CODE from 30 readers to 70,000 hospitality professionals 18:05 – The biggest challenges facing restaurants, pubs and cafés today 21:05 – How national insurance, wages and rising costs have hit hospitality 22:56 – Why UK hospitality VAT is so high compared with parts of Europe 24:55 – The “VAT’s The Problem” campaign to cut hospitality VAT from 20% to 10% 26:01 – Why restaurant closures threaten jobs, communities and high streets 28:14 – Why hospitality gives young people vital work and life skills 31:21 – Restaurants, pubs and cafés as the heart of local communities 33:15 – Hospitality trends: neighbourhood dining, pubs with food and experience-led restaurants 37:15 – The Good Food Guide, its history and its move from print to digital Prefer to watch? Head over to our YouTube channel to watch the full episode: https://www.youtube.com/@SRLV-LLP Not Just a Number is a podcast for entrepreneurs, creatives and industry pioneers who want to grow businesses and protect what matters most to them and to their families. Produced by SRLV - one of London’s leading boutique advisory firms - the show goes far beyond tax and accounting to bring a unique perspective on business, innovative thinking and leadership from the people shaping global industries, including music, entertainment, technology, consumer brands, hospitality and private wealth. Each episode’s candid conversation focuses on personal stories, business strategies, top tips and trends - from scaling companies and international relocations to creative rights, hospitality, tax, finance and real-world business growth. Whether they are clients or professional contacts, all our guests are friends of our business and so much more than “just a number”. 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