It was that largest pub group of the United Kingdom, which cast the first stone. About 800 Of the more than 4,000 branches Stonegate has across the country, this is already the case Applying dynamic pricing to pints of beer: Customers generally have to pay more during peak times at night and on weekends, while the drink price is lower during off-peak hours. This is one of the measures the British group has taken to achieve this save the business at a time of great difficulty for the industry.
Some of the company’s bars are already applying this measure Game days which they justify with the increase in costs Staff reinforcement or in cleaning costs due to the large influx of the public. “Our dynamic pricing includes the ability to offer customers a range of promotions such as: ‘Happy Hour’ Two-for-one offers and discounts on food and drinks at different times and on different days of the week, but the Prices You can increase slightly in certain bars and pubs,” said a company spokesman.
In these cases the price of the pint could about 20 pence more expensive (25 cents) for a beer that currently costs Average 4.34 pounds, according to the National Statistics Office. An increase in addition to the increases suffered last year due to the inflation – almost 8% for a pint of lager – for now unconvincing still for the majority Hoteliers or customers.
General rejection
“Dynamic pricing runs the risk of this happening possibly counterproductive“ We encourage people to stay away from the establishments that are implementing this plan,” explains the association’s communications manager. Campaign for Real Ale (CAMRA), Jane Eason, via email. “The price fluctuations throughout the day could undermines public loyalty to pubs, clubs and bars, which would be devastating for a business that has already done this On the edge of the abyss“ adds the spokesman for this beer consumers’ association.
Small business owners are also not particularly interested in implementing the measure. In the pub The Angel of the Bow in east London, the manager who goes by Claude and refusing to give his last name, he assures that this method it can not work in a place with a regular clientele. “Perhaps it could be economically viable in a busier area like central London, but we are rooted in the neighborhood and it wouldn’t be fair “So our customers can change prices depending on the day of the week.”
Tunde Also, one of the customers points in the same direction. “I don’t think this measure can work because will cause resentment among the customers. It is a risky move because if the other chains maintain their prices, the company that increases them will be at risk Lose customers“. Tunde points out that this system can only work on the Internet most tourist bars who do not have a fixed audience.
Pubs in crisis
Despite the skepticism that many hoteliers show towards the introduction of dynamic prices, industry representatives warn against it Energy price increase and is from food hit hard in the country’s bars. A situation that comes on top of the closures during the pandemic and is forcing many businesses to close their doors. According to a study by real estate analytics firm Altus Group, they already were 383 bars have their shutters down definitely a number in England and Wales in the first six months of this year close to the total Registered in 2022.
Both small and large businesses have asked the government for this Keep the discounts when paying business rates, a Tax applied to commercial premises and which, when reintroduced, mean: Increase in costs of the premises thousands of euros annually. “The current cost of doing business crisis, cuts to public subsidies on electricity bills and the application of extremely unfair commercial tariffs have meant that the bars and breweries they supply have had no choice but to act raise their prices to survive“, emphasizes the CAMRA spokesman. “It’s a pivotal moment for the beer and bar industry,” he says.
