Is the £10 pint practically right here? Pub sparks backlash after introducing ‘surge pricing’ for beer ordered after 10pm
A pub has sparked backlash after introducing a £2 surge in price for beer ordered after 10pm.
The increase at a branch of O’Neills in Wardour Street, Soho, London, leaves punters paying up to £9.40 for a pint.
The Irish pub has been accused by consumer experts of ripping customers off by not advertising prices on the menu.
During the day, the branch charges £7.40 for a pint of Brewdog IPA – rising to £9.40 after 10pm.
Meanwhile, bottles of Budweiser cost £8.05 after 10pm, an increase from £6.05.
Non-alcoholic drinks are also included in the price hike, seeing a 46 per cent increase in the cost of tonic water, rising from £2.15 to £3.15.
The increase at a branch of O’Neills in Wardour Street (pictured) in Soho leaves punters paying up to £9.40 for a pint after 10pm
Surge pricing at certain times of day is a commonly used strategy within the hospitality industry (Stock photo)
An A4 piece of paper at the end of the bar reads: ‘We operate a variable price list in this venue.’ The price hikes are not included on the branch’s menu.
The emergence of surge pricing happened alongside the licensing requirement for an increase in security staff, as well as the use of plastic glasses in the evening, which came into force in 2022.
Surge pricing at certain times of day is a commonly used strategy within the hospitality industry, with British pub chain Stonegate enforcing a 20p surcharge during ‘peak trading’ hours at weekends.
Consumer rights expert Scott Dixon told The Telegraph: ‘The hospitality industry needs to rethink their business model instead of inventing new ways to rip people off, there needs to be more transparency.
‘Their pricing policies are underhand and consumers are being misled into buying decisions they would not otherwise have made.’
The Wardour Street branch of O’Neills is among the largest sites run by parent company Mitchells & Butlers.
A spokesman for Mitchells & Butlers said: ‘Dynamic pricing varies on a site by site basis as it reflects the local market conditions, but temporary price increases tend to reflect the need to offset additional costs such as at times when door security is required.’
