The wave of the future? The UK’s largest pub operator has announced it will charge 20 cents more for drinks during peak business hours, a move the company said will help them offset the rising costs in doing business.
‘Dynamic pricing’, used by the hotel trade and airline industry, will be introduced to 800 of the Stonegate Group’s pubs during evenings and weekends, when demand for drinks is at its highest. The company said that customers will be notified of the increased prices by signage in the establishment.
The Stonegate Group holds about 4,500 hospitality sites across the UK. The company was formed in 2020 with a little over 300 sites and has grown through acquisitions.
The move will be watched closely by other on-premise retailers, both in the UK and in the US as well where inflation and other factors have squeezed margins.
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