Stonegate Group, the UK’s largest pub company, has come under criticism from England fans for raising drink prices during World Cup games. The Lion pub in Atherton, Greater Manchester, owned by Stonegate Group, was found to be charging 20p more for certain beverages.
The pub chain implemented a permanent “dynamic pricing” system in 2023 to adjust prices during busier periods. Following the DR Congo game on July 1, a customer raised concerns about the price increase. Martine Albrighton-Mills, a pub employee, justified the higher prices as necessary to cover additional staffing costs during events like England matches.
Despite facing backlash from some customers who felt prices were unfair to loyal patrons, others praised The Lion for offering competitive prices compared to nearby establishments. Stonegate Group reported a significant increase in drink sales during the Congo game at its various pubs.
In response to the criticism, a spokesperson for Stonegate Group emphasized the importance of adjusting pricing during peak demand to cover increased operational costs and ensure a safe and enjoyable experience for customers. The company highlighted its ongoing investments in pub infrastructure to enhance the viewing experience for major sporting events like the World Cup.
Stonegate Group encouraged patrons to support their local pubs during the World Cup, recognizing the challenges faced by the hospitality industry and the positive impact these events can have on communities.