Supermarket recruitment campaign makes the hospitality industry FURIOUS
‘Switching from hospitality to a supermarket? That step is easily made!’ That was the headline above the latest recruitment ads from supermarket Dirk van der Broek. Was, because the ads have since been removed from the internet after hospitality businesses completely lost their temper over the campaign.
These are bleak times for hospitality entrepreneurs in the Netherlands. They are allowed to remain open until five o’clock, weddings and other celebrations are not going ahead, and they no longer know what to do to boost this year’s turnover even a little, so they can pay the bills and avoid going bankrupt. It is hardly surprising that a recruitment campaign by a supermarket chain—in this case Dirk van der Broek—aimed specifically at hospitality staff would strike such a raw nerve.
Retraining in a week
The supermarket chain launched a ‘retraining week’, encouraging mainly hospitality managers to retrain for a job at the supermarket chain. In one week, hospitality workers leaving the industry are prepared for a new role in the supermarket. Perhaps an attractive prospect for hospitality staff who are currently unemployed and sitting at home, or who are unable to work anything like the hours they are used to in the hustle and bustle they love so much?
‘Our trousers are falling down’
In any case, the ads on social media did not go down well with struggling hospitality entrepreneurs. A foundation uniting 104 top restaurants spoke out against the campaign. ‘Our trousers are falling down over this,’ its chair said. ‘Poaching people goes too far.’ Koninklijke Horeca Nederland also received many responses from members who were angry about the advertising campaign.
A sore point
Dirk van der Broek has since removed the ads from social media. That was not the intention, the chain said in a response. ‘We regret that our retraining campaign has hit a sore point with people.’
Read also:
- Great initiative! Dirk van der Broek wants VAT reduction on fruit and vegetables
- Bizarre and disgusting behaviour by hospitality guests #3
- Cancel your weekend plans: this is how early the hospitality industry already has to close
Source: AD
