Central London Pub Implements £2 Price Increase for Pints After 10 PM

A pub situated in central London is imposing an additional charge of £2 per pint for customers after 22:00. Prior to this time, patrons at O’Neill’s on Wardour Street in Soho pay £7.40 for specific draught beers, with the identical drink costing £9.40 once the 22:00 threshold is passed. Mitchells & Butlers, the pub group that owns the establishment, stated that this policy was introduced following a request from both the police and the local council “that we increase prices after 10pm to a level generally in line with the late-night market”. Westminster Council clarified that it “does not require businesses to charge different prices for alcohol at different times when we grant licences” but noted that in 2022 it mandated venues to enhance security after 22:00 and to serve alcoholic beverages in plastic glasses. A council spokesperson further commented that pricing decisions were “entirely up to them”. Last year, the pub group that owns the Slug & Lettuce and Yates’s announced its intention to charge an additional 20p per pint during peak hours, citing rising costs. Dynamic pricing has come under increased scrutiny following the significant surge in ticket prices for Oasis’s UK reunion concerts, although the American leg of the tour did not utilize this system. In September, Valencia Football Club indicated its plan to employ dynamic pricing for its home matches. Allen Simpson, deputy chief executive of UK Hospitality, stated that, due to inflation, businesses must sell goods at 124% of the price charged in 2019 to achieve the same revenue. He remarked: “It costs more to serve a pint after 22:00 than before.” He added, “Obviously, I can’t comment on an individual premises’ pricing but businesses have to charge an amount that means they can make a profit and survive.” Simpson continued, “Costs are rising for bars, for example with the National Insurance contributions going up in the Budget and business rates. It’s tough out there.” Mitchells & Butlers, the pub group that operates O’Neill’s, confirmed that the policy has been in effect for two years. A spokesperson further explained: “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.” The spokesperson added, “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.” Listen to the best of BBC Radio London on Sounds and follow BBC London on Facebook, X and Instagram. Send your story ideas to hello.bbclondon@bbc.co.ukCopyright 2024 BBC. All rights reserved. The BBC is not responsible for the content of external sites. Read about our approach to external linking.