Oasis fans are fuming after a savage dynamic ticket pricing scandal – but pubgoers have already been suffering from it for months.
Last autumn, Brits were left outraged by the news that some pubs were bumping up prices during peak hours in a bid to capitalise on periods of heavier footfall. Now, as the dust settles on the internet-breaking Oasis reunion tour, “dynamic pricing structure” is once again back in the spotlight.
The move from The Coach House in Leicester Square was received poorly at the time, and although it’s been a challenging time for pubs up and down the country this particular policy left some regulars outraged. The four-story, 17th-century inn has been pouring pints for the masses for some time, but now if enough people have worked up a thirst the price will go up.
READ MORE: ‘I was first person served at new 18-hour Wetherspoons at 7.30am – one thing shocked me’
Check out our catalogue of pub news
In October last year, the Evening Standard reported that 47% of consumers had noticed dynamic pricing, and 32% had noticed it in pubs. One of the UK’s largest pub chains, Stonegate, which owns the likes of Slug & Lettuce and Yates, announced around the same time that it would be charging 20p more for its drinks in select locations at peak times. Only 8% of consumers in the same poll said they were prepared to pay more for food and drink at peak times.
(Image: Getty Images)
It is understood around 800 of the chain’s 4,500 or so boozers are affected by dynamic pricing.
Stonegate also owns the Coach House. Speaking to the MailOnline at the time of the debacle, financial services salesman Peter Stewart, 34, said: “I think it’s a bit of a daft commercial decision, to handle it the way they [Stonegate] did.
“That said, there’s not a great selection of pubs around here, so I don’t think the dynamic pricing will put me off.” He added: “I don’t use Slug and Lettuces or any of these pubs, but I didn’t know it was at this pub.”
Pubs aren’t the first businesses to adapt such a policy, although pricing systems seem to have attracted as much attention as that of Oasis tickets.
(Image: PA)
Paul Gubby told the same outlet: “I can understand it, when the theatres and the airlines already do it.” The 58-year-old former farmer added: “But I can’t understand it in a pub, to be honest. The price should be the price and that is it.
A spokesperson for Stonegate said at the time, “Stonegate Group, like all retail businesses, regularly review pricing to manage costs but also to ensure we offer great value for money to our guests. Across the managed business our dynamic pricing encompasses the ability to offer guests a range of promotions including happy hours, 2 for 1 cocktails, and discounts on food and drink products at different times on different days throughout the week.
(Image: Getty Images)
“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 Daily Star has contacted Stonegate for updated comment.
The full list of brands Stonegate operates is:
- Scream
- Slug & Lettuce
- Tattershall Castle
- Henry’s Café Bar
- Yates’s
- Missoula
- Social Squirrel
- Flares & Reflex
- Popworld
- The Living Room
- Retro
- Sports Bar & Grill
- Walkabout
- Be At One
- Fever Bars
- Tank & Paddle
- The Liquorist
- Great UK Pubs