Stonegate Group, the largest pub company in the UK, is facing backlash from England fans for increasing drink prices during World Cup games. The Lion pub in Atherton, Greater Manchester, operated by Stonegate Group, was found to be charging 20p more for certain beverages.
Stonegate Group had implemented a permanent “dynamic pricing” system in 2023 for busier periods, including during events like the World Cup. Following a complaint from a customer after the DR Congo game, Martine Albrighton-Mills, a pub employee, justified the price hike by stating that the additional revenue was necessary to cover the costs of extra staff needed during high-demand events.
While some patrons criticized the policy, others praised The Lion for offering competitive prices compared to other establishments. Stonegate Group reported a significant increase in drink sales during the Congo game at their various venues, with over 800,000 drinks sold, which was 438,000 more than an average Wednesday.
Responding to the criticism, a spokesperson for Stonegate Group emphasized that price adjustments during peak times were common in the hospitality industry to accommodate increased demand and ensure adequate staffing and safety measures. They highlighted their continuous investment in providing a quality viewing experience for major sporting events like the World Cup. The company encouraged patrons to support local pubs and enjoy the tournament atmosphere.
The situation at The Lion pub has sparked a debate among customers, with varying opinions on the price increases during popular events. Stonegate Group remains committed to delivering a positive experience for customers during major sporting occasions while acknowledging the challenges faced by the hospitality sector.