A popular London pub will soon jack up the price of a pint — here’s exactly when.
Thirsty punters have been left furious over Irish pub O’Neill’s decision to bump up draught beers by £2 at certain times.
Folk usually pay £7.40 for draught at the Wardour Street, Soho, boozer, but as soon as 10pm comes, the same pint will cost £9.40. Other drinks will also be subject to surcharge.
READ MORE: Booze brands ‘sleepwalking into becoming obsolete’ as Brits put down their pints
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The dynamic pricing surcharge has not been introduced to the chain’s 40 other pubs across the UK, with spokesperson for umbrella pub group Mitchells & Butlers saying the pricing: “reflects the need to offset additional costs such as at times when door security is required”.
(Image: Google Maps)
They said: “Most hospitality businesses and retailers deploy a form of dynamic pricing, but this means that prices can both rise as well as fall through tactical discounts being offered in the form of time-limited promotions and fixed price menus.
“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.”
Angry drinkers took to social media to express their rage, with one person writing on X, that they “imagine I’ll never be drinking in an O’Neills pub ever again”, while another person wrote “O’Neills is pricey anyway so would not even bother going there.”
(Image: Getty Images/iStockphoto)
A third person said: “If you’re not a tourist and you find yourself in O’Neills Carnaby past 10pm you need to reevaluate your life.”
O’Neills isn’t the first pub to try dynamic pricing. Stonegate Pubs, which oversees Slug & Lettuce and Yates’s announced a 20p pint increase during peak hours due to rising costs.
Hotels and fights have long used dynamic pricing. Recently Ticketmaster and Oasis ignited fury after the ticketing platform introduced dynamic pricing which left Gallagher fans forking out big on tickets.
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