Soho Pub Implements Controversial £2 Nighttime Surcharge

O’Neill’s in central London increases drink prices after 10pm, citing higher operating costs and dynamic pricing strategies.

O’Neill’s pub in Soho adds a £2 surcharge on all drinks after 10pm, raising a pint of Brewdog IPA from £7.40 to £9.40.
The pub justifies the surcharge by pointing to higher nighttime operating costs, including the need for additional security staff.
Customers have criticized the policy, highlighting insufficient notice about the price increase, which is only indicated by a small A4 sign at the bar.
Consumer rights experts argue that the lack of clear pricing information misleads customers, calling the practice 'underhand.'
While dynamic pricing is common in hospitality, not all O’Neill’s locations have adopted this policy, and Westminster Council confirmed pricing is not regulated by their licensing requirements.