O'Neills Pub Sparks Anger with Controversial £2 Surcharge on Late-Night Pints

A London pub has stirred controversy by introducing a £2 surcharge on pints ordered after 10pm. This surge pricing policy, which is not clearly indicated on the menu, allows the O'Neills branch on Wardour Street to charge customers up to £9.40 for a pint during late-night hours. Consumer experts have criticized this practice, suggesting it misleads patrons by obscuring price hikes. The increase in prices affects not just draught beers but also bottled drinks and mixers. The pub attributes these price increases to higher operating costs associated with late-night business, such as the necessity of employing additional door staff and using plastic glasses for security reasons. Despite claims from O'Neills that this pricing strategy is common in the industry, it has raised eyebrows among consumer advocates. They argue that clear pricing is essential for consumer transparency and trust. Not every O'Neills location employs this dynamic pricing model; some branches, like King’s Cross and Carnaby Street, do not partake in the surcharge. The implementation of such pricing strategies aligns with efforts to manage overcrowding and binge drinking during busy periods, although local licensing authorities have confirmed that drink prices are not regulated under late-night licensing policies. The controversy highlights a growing trend in the hospitality sector where increased costs are passed on to customers, prompting calls for greater transparency in pricing strategies from establishments operating in busy markets.