UK pub customers face dynamic surge pricing on pints in these hours

UK households could face dynamic pricing in MORE areas of their life - just months on from the Oasis concert ticket debacle. Omar Merlo, the academic director of strategic marketing programmes at the Imperial College Business School, told the Guardian newspaper surge pricing is rising.

Pub customers have been warned some Soho pubs are adding £2 to pints at peak times. Taking to social media site X, which used to be known as Twitter, one punter fumed: “This new idea of dynamic pricing is ridiculous, greedy and needs calling out. Very shortsighted.”

Dr Florian Stahl, a professor of marketing from Mannheim Business School, said: “We can expect surge pricing to expand into several industries in the UK, particularly in sectors with fluctuating demand patterns. This might include public transportation, where prices may increase during peak travel times or major events like concerts and festivals.”

READ MORE: Sadness as body pulled from freezing lake in Birmingham park

READ MORE: What the DWP Christmas bonus should be worth in 2024 when it enters bank accounts in December

READ MORE UK households who spend £20 now can avoid £1,736 energy price cap in January

Taxi services and ride-hailing apps also use the pricing model, as well as airlines and hotels, pubs, bars and restaurants, and concert tickets. According to Merlo, cab-hire services “use surge pricing fundamentally to make sure that people who order a car are those that really need it” and to “get the drivers out when they are most needed”.

“If I’m desperate for that Uber car when it’s crowded, I’m quite happy to pay more … and when I get it, I’m happy that I get it. If it gets too expensive, maybe you’re happy to jump on a tube instead.” Stahl said over pubs: “These offers often include reduced prices, ‘buy one, get one free’ deals, or specials on select beverages."

The expert went on, going on to add: "In contrast, lunch menus are available during midday hours and focus on offering discounted or fixed-price meals, often with smaller portions or limited choices to provide quick, affordable options.”