Stonegate Group, the UK's largest pub company, has faced criticism after increasing the price of drinks during World Cup matches. The Lion pub in Atherton, Greater Manchester, charged 20p more for some beverages during England games, a practice the company defended as necessary to cover extra staffing costs.
Dynamic pricing policy introduced in 2023
The pub chain, which owns brands like Slug & Lettuce, Be At One, and Yates, first introduced a permanent "dynamic pricing" system for busier periods in 2023. The policy applies to its 656 Craft Union pubs and 332 managed venues.
During the DR Congo game on July 1, customer Martine Albrighton-Mills, who works at The Lion, explained on social media that the higher prices were needed to pay for additional staff. She said: "We did in fact have weekend/event pricing on, that is beyond my control, however, England playing a match is an event. All prices are displayed on our price list. We reserved tables for our regulars who have been in for every match and drink with us all year long."
Backlash from customers
The price hike sparked backlash from some patrons. One person commented: "Don't take the p**s out of loyal customers." Another remarked: "Shameful they do not deserve regular customers." However, others defended the pub, noting that it remains one of the cheapest in Atherton. One customer said: "Lion is normally one of the cheapest pubs in Atherton!" Another added: "Let's face it, Atherton's prices are cheap. Go to Manchester and you will know then what's putting prices up. £15 a glass of wine and that's crap wine as well."
Stonegate defends pricing strategy
Stonegate Group reported that its pubs sold more than 800,000 drinks during the Congo game, 438,000 above an average Wednesday. A spokesperson told the Manchester Evening News: "The pub is the perfect place to watch the World Cup and share in the excitement of the tournament with fellow supporters. In common with the wider hospitality industry, and as has been the case for many years, where there is a significant increase in demand which requires additional staff, security, equipment or safety measures, some venues may adjust pricing at certain peak times."
The spokesperson added: "We continually invest across our estate to make sure our pubs are set up to deliver major sporting occasions well, from screens and AV equipment to floor layouts and trained teams, ensuring that our guests can enjoy a fantastic, safe and inclusive environment. The World Cup is an important opportunity for the sector, which continues to face significant operating pressures, and we hope it brings a welcome boost for pubs and their communities."
