Stonegate Group, the UK’s largest pub company, incurred the displeasure of England fans for increasing drink prices during World Cup matches. The Lion pub in Atherton, Greater Manchester, owned by Stonegate Group, was found to be charging an extra 20p for certain beverages. The pub chain had implemented a permanent “dynamic pricing” system for busier periods starting in 2023.
Following a game involving DR Congo on July 1, a customer expressed dissatisfaction on social media regarding the price hike at The Lion. Martine Albrighton-Mills, a pub employee, defended the increased prices, citing the need to cover additional staff costs. She explained that the pub had event pricing in place for matches, which was clearly displayed on their price list.
While some customers criticized the policy, others praised The Lion’s pricing compared to other establishments in the area. Stonegate Group reported a significant increase in drink sales during the Congo game, with over 800,000 drinks sold across their venues, exceeding the average for a Wednesday.
In response to the backlash, a spokesperson for Stonegate emphasized the pub’s role as a prime location to enjoy the World Cup and engage with fellow supporters. They highlighted the industry practice of adjusting prices during peak periods to accommodate increased demand and ensure a safe and enjoyable experience for customers. The spokesperson encouraged patrons to support local pubs during the World Cup and celebrate the event’s spirit in a welcoming environment.
Overall, Stonegate Group’s initiative to adjust pricing during peak times was met with mixed reactions from customers, with some questioning the loyalty to regular patrons while others acknowledged the necessity of such measures during busy events.
