A pub has sparked outrage for charging England fans £1.80 more for beer on match days, with some punters branding the move “unacceptable”.
Greene King has sparked controversy by implementing a dramatic 29% price increase at selected pubs.
At The Torch pub, Wembley, London, supporters faced paying £8 instead of the usual £6.20 for a pint of San Miguel lager ahead of England’s match against Ireland earlier today.
The surge pricing policy, affecting one of Britain’s largest pub chains with around 3,000 venues nationwide, has drawn criticism from both fans and consumer experts.
At The Torch pub, Wembley, London, supporters faced paying £8 instead of the usual £6.20 for a pint of San Miguel lager
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England supporters have labelled the decision to increase prices during match days as “unacceptable.”
The surge pricing strategy extends beyond The Torch, with Greene King implementing the policy at more than 200 of its pubs located near major sporting venues.
A source revealed to The Telegraph that the pricing scheme is also in effect at Greene King establishments surrounding Twickenham Stadium.
The policy similarly affects pubs near the Millennium Stadium in Cardiff as well.
This widespread implementation makes Greene King the latest pub chain to openly acknowledge using surge pricing, where venues adjust drink prices to capitalise on increased customer numbers during busy periods.
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Greene King is implementing the policy of surge pricing at more than 200 of its pubs located near major sporting venues
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Greene King defended the price hikes, stating they were necessary to cover additional staffing costs during match days.
The pub chain also cited early closure requirements due to licensing laws, which mandate venues shut one hour before kick-off, as justification for the surcharge.
The Torch, specifically designated by the local council as a venue for England fans’ pre-match gatherings, implements these temporary price adjustments to offset operational costs.
The pricing strategy represents a significant markup, with the £1.80 increase equating to nearly a third more than standard prices.
Consumer expert Jane Hawkes warned that establishments implementing surge pricing “need to rethink their business model as it’s not a fair practice.”
She cautioned that customers would “soon grow tired of it and go elsewhere.”
“There is a need for more transparency and honesty if pubs and venues want to encourage people to still go out and support their locals.”
The expert emphasised that prices should be clear to prevent consumers from making ill-informed purchase decisions.
She also stressed the importance of consistent pricing, warning against turning pub visits into “a guessing game as to how much the next pint will cost.”