‘Happy hour in reverse’: where dynamic pricing may creep further

Paying a premium for a flight during the school holidays or a cab at peak hours might be expected but fluctuating charges – otherwise known as surge pricing – could become the norm in other industries, say experts.

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The Wardour Street branch of O’Neill’s pub in Soho, central London, has implemented an additional £2 charge to pints ordered after 10pm. This means a pint of Brewdog IPA that costs £7.40 during the day will cost £9.40 after 10pm. The policy has been in place since 2022 to comply with the licensing requirement for more security staff.

Some customers expressed their disappointment on social media at the price bump. One wrote on X: “This new idea of dynamic pricing is ridiculous, greedy and needs calling out. Very shortsighted.”

However, another noted that charging more during busier periods was similar to discounts and offers at quieter times. “I was going to say I thought it was awful, but is it not simply ‘happy hour’ in reverse? ”

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Restaurants, bars and pubs may increase prices during busier times such as celebrations or match days. However, this is something we might see on a more regular basis, Stahl said.

Stonegate Group, Britain’s largest pub group and owner of chains including the Slug & Lettuce and Yates’s, said it was raising prices at 800 of its venues during peak times, such as weekends, to help cover costs, including staffing.

A pint of beer during the busiest periods would cost drinkers 20p more. It has previously done so during special events, such as World Cups.