A popular pub in Central London has drawn criticism for implementing a £2 surcharge on pints ordered after 10pm as part of a surge pricing policy. This change, which is not listed on the

menu, has led to accusations of misleading practices.

The O’Neills branch on Wardour Street in Soho has been applying higher drink prices in the evenings, causing patrons to pay up to £9.40 for a pint. Consumer experts argue that the pub is exploiting customers by failing to properly disclose these price hikes.

O’Neills, an Irish pub chain with approximately 40 locations, typically charges £7.40 for a pint of Brewdog IPA during the day and early evening. However, after 10pm, the price jumps to £9.40. The price surge is not limited to draught beers: a 500ml bottle of Budweiser increases from £6.05 to £8.05, and a tonic water rises 46% from £2.15 to £3.15.

These changes are only mentioned on an A4 notice positioned at the end of the bar, which reads: “We operate a variable price list in this venue.” This minimal disclosure has led consumer rights advocates to accuse the pub of employing “underhand” tactics.

Scott Dixon, a consumer rights expert, highlighted the ethical concerns: “Pubs and venues ought to display clear pricing and notices so consumers can make an informed decision before they enter into a contract to buy drinks. They cannot simply post an A4 piece of paper in an obscured location. It’s immoral and will rightfully put customers off.”

The surge pricing aligns with a policy change introduced in 2022 that requires additional security measures in the evenings, such as more security staff and the use of plastic glasses. While surge pricing during busy periods is increasingly common—Britain’s largest pub chain, Stonegate, imposes a 20p surcharge during peak trading hours—this case has drawn particular attention due to its scale and implementation.

Not all O’Neills locations in London follow this pricing strategy. Branches at King’s Cross and Carnaby Street do not have the same late-night pricing policy.

A staff member at the Wardour Street branch initially attributed the pricing to licensing requirements, claiming, “We have it in our licence; it changed two years ago to prevent binge drinking.” However, Westminster Council has confirmed that drink prices are not regulated under its late-night licensing policies.

Mitchells & Butlers, the parent company of O’Neills, defended the policy, citing the increased operational costs at night, such as door security. A spokesperson stated: “Most hospitality businesses and retailers deploy a form of dynamic pricing, but this means that prices can both rise and fall through tactical discounts offered as time-limited promotions and fixed price menus. Dynamic pricing varies by location to reflect local market conditions, but temporary price increases often offset additional costs, such as when door security is needed.” Photo by Ewan Munro from London, UK, Wikimedia commons.