November 11th 2024.
Have you heard of O'Neill's? It's a popular Irish pub located in one of the liveliest areas of London's nightlife scene. Recently, they made a decision that has stirred up quite a bit of controversy. After 10pm, the price of a pint at O'Neill's goes up by a whopping £2. Many customers have expressed their outrage at this sudden increase, especially since it applies to popular drinks like Brewdog Punk IPA and even bottled beverages like Budweiser and tonic water.
The only indication of this price change is a small A4 notice on the bar that simply states, "We operate a variable price list in this venue." It's not surprising that some customers have been caught off guard by this policy, as there is no mention of it when entering or ordering. In fact, one customer even left a scathing review on TripAdvisor, giving the pub a one-star rating and calling out the lack of information about the price change.
In response to the criticism, a manager from O'Neill's explained that the price increase is in line with other bars in the area and that they try to make up for it by providing entertainment throughout the week. They also mentioned that the signage for the price change is displayed on every bar and that their staff is always available to answer any questions about it.
However, consumer rights expert Scott Dixon has raised concerns about this pricing policy. He believes that customers are being misled into making purchasing decisions that they wouldn't have made otherwise. He also called the policy "underhand" and criticized the lack of clear pricing and notice displayed by the pub.
O'Neill's, which has around 40 bars across England, Scotland, and Wales, is not the first pub to implement a dynamic pricing system. Last year, Stonegate, the owner of the UK's largest pub chain, introduced a similar policy in hundreds of their venues. This change, which was previously tested during the 2018 and 2022 World Cups, resulted in a 20p increase in the price of pints at a London pub on weekends.
Dynamic pricing has been making headlines lately, especially when it was used to increase ticket prices for the Oasis reunion tour. This technique, which is commonly used in the airline and hotel industries, adjusts prices according to demand. Despite its widespread use, it has received criticism for causing customers to pay more than they had initially planned.
We reached out to Mitchells & Butlers, the owners of O'Neill's, for comment on this situation. In the meantime, if you're looking for the latest news in London, be sure to check out The Agency's London news hub. Fun fact: the pub's location on Wardour Street in Soho was once home to the famous Flamingo Club, a key player in the development of the UK's rhythm and blues scene. And if you're planning on visiting O'Neill's, keep in mind that they stay open until 2am on Sundays to Tuesdays and until 3am on Wednesdays to Saturdays. Cheers!
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