Not all pubgoers are happy about the new dynamic pricing system (Picture: Shutterstock/Ground Picture)

Pints served at venues owned by the UK’s biggest pub chain will cost more at busy times, after the introduction of a ‘dynamic pricing’ system.

Stonegate’s decision to bring in the scheme, which will increase or decrease the price of drinks at its sites depending on demand, has been met with criticism by customers on social media and a campaign group for pubgoers.

The company is the owner of Slug & Lettuce, Yates and Craft Union bars, with more than 4,500 venues across the country. Dynamic pricing has reportedly come into effect at 800 of them.

According to the Telegraph, one central London pub was increasing the cost of a pint by 20p on weekends.

Small notices placed on tables in the pubs read: ‘Dynamic pricing is currently live in this venue during this peak trading session.’

The sign says the cost increases will pay for bar staff, licencing requirements and extra cleaning.

People reacted angrily to the scheme online, with one social media user saying: ‘If they push on with this there will be no such thing as a busy Stonegate pub.’

Tom Stainer, chief executive of the Campaign for Real Ale, told the Financial Times: ‘We know pubs and brewers are having a difficult time at the moment, but we don’t think an extra charge penalising customers that want to support the industry is the right solution.’

It’s not the first time the chain has brought in movable prices according to how busy they are – a similar system was used while venues were showing matches during the 2018 and 2022 World Cups.

Customers were charged up to 50p more per pint when England matches were shown at certain pubs.

Dynamic pricing is also widely used in the airline and hotel industry, and ride sharing app Uber uses it to decide how much passengers should be charged.

Stonegate owns the popular Slug & Lettuce chain of bars (Picture: Getty Images)

Particular attention has been drawn to Ticketmaster’s use of the system to fluctuate the price of concert tickets, with Cure frontman Robert Smith describing it as ‘a bit of a scam’ earlier this year.

A spokesperson for Stonegate said dynamic pricing allows pubs to offer ‘a range of promotions’ such as ‘happy hours, two-for-one cocktails, and discounts on food and drink products at different times on different days throughout the week’.

They added: ‘This flexibility may mean that on occasions pricing may marginally increase in selective pubs and bars due to the increased cost demands on the business with additional staffing or licensing requirements such as additional door team members.’

Stonegate says the price increases will help cover staff costs and extra cleaning.