UK pub chain to charge people more at busy times under ‘dynamic pricing scheme’

A UK pub chain has revealed it may start putting prices up at selected locations during busy periods to help cover costs.

As part of a ‘dynamic pricing scheme’ introduced by Britain’s largest pub group, a pint of lager could cost punters 20p more during its peak times.

Stonegate Group – which owns chains including The Slug & Lettuce and Yates’s – has decided it will increase prices at 800 of its locations as part of the scheme during its busier periods, such as weekends, to help cover soaring costs.

The pub group previously introduced the scheme during its screening of the World Cup, with it now using the ‘dynamic pricing’ on a more regular basis.

Customers have already been made aware of the change with a ‘polite notice’ being displayed in Stonegate pubs informing them of its need to raise prices to cover extra staffing costs, security, cleaning and glass washing during peak times – in line with ‘licensing requirements’.

For those who think they may get away with the higher pricing because they are not purchasing alcohol; the increase does not not just apply to alcoholic drinks.

Dynamic pricing, also referred to as surge pricing, is also used in other industries including in aviation, when airlines increase their prices during school breaks – hotels also put their prices up when demand spikes.

Uber increases its prices during peak times, as more people try to catch a taxi ride.

A spokesperson for Stonegate said the company ‘regularly reviews its pricing to manage costs’, while it also ensures it offers ‘great value for money’ for its guests.

It continued: “Across the managed business our dynamic pricing encompasses the ability to offer guests a range of promotions including happy hours, two-for-one cocktails, and discounts on food and drink products at different times on different days throughout the week.

“This flexibility may mean that on occasions pricing may marginally increase in selective pubs and bars due to the increased cost demands on the business with additional staffing or licensing requirements such as additional door team members.”

The move has sparked some outrage among pub-goers on social media, with one person writing: “Stonegate takes an appalling approach to their suppliers, and now are going to start fleecing their customers. Great work.”

Another simply put: “Sad hour.” A third wrote: “This sounds like route 2 to lose all your ‘regulars’.”

While someone who did the maths and offered an alternative, said: “No big deal really. 

“90 minutes of football 5 pints you’ve paid an additional £1 for the whole 5 pints. You could alternatively leave and go to another boozer and be paying an extra £1 per pint.”