The bar insists it is ‘common with the entire industry’ – but Sacha Lord feels it ‘doesn’t sit right’
A customer paid almost £16 for two pints at The Directors Box during the Europa League final(Image: Manchester Evening News)
A city centre sports bar has been criticised after ramping up the price of a pint on a big night for football fans.
The Directors Box, on Booth Street, insists it is acting ‘in common with the entire industry’ by changing its prices for busy occasions.
But a regular customer who was stung by surge pricing at the bar believes the practice is ‘another description of a rip off’ – while a leading figure in Greater Manchester’s night-time economy admits the practice ‘doesn’t sit right’ with him.
The issue came to light following the recent Europa League final, which saw Manchester United lose 1-0 to Tottenham Hotspur.
Many United fans will have gathered to watch their side with a pint in their hand at their local pub on Wednesday, May 21 – but some may have paid a higher price for their favourite beverage than they usually would.
That was the situation faced by one customer at The Directors Box, who ordered one pint of Birra Moretti lager and one pint of Beavertown Neck Oil IPA.
The regular customer, who asked not to be named, was staggered when the bill came to £15.80. He says he questioned the price and was told by a manager that the bar was using ‘dynamic pricing’.
The Directors Box, on Booth Street(Image: Manchester Evening News)
The Directors Box told the Manchester Evening News that it does adjust prices ‘at certain times’ to help cover additional costs during major events.
The shocked punter told the M.E.N.: “We drink here quite a lot and it’s never that price. When I asked the manager about it, she was telling me that they now operate dynamic pricing in there. Seems just like another description of a rip off to me.”
He added: “I don’t know how much [it costs] normally but I’ve visited before for other key games and not noticed anything out of kilter with normal Manchester prices.
“At those prices we only stayed for one drink, so I don’t know if it varied after that. I’d be interested to know if they drop the prices significantly when they’re quiet.”
The M.E.N. visited the bar on Wednesday evening (June 11) to make the same order.
The bill came to £13.80 in total – £2 less than the customer paid during the Europa League final. A pint of Birra Moretti cost £6.60 and a pint of Neck Oil cost £7.20.
When asked about the price difference, a spokesperson for The Directors Box told the M.E.N.: “The pub is the perfect place to watch live sport and share in the excitement with other supporters.
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“In common with the entire industry, and as has been the case for many years, when there is an event like the Europa Finals, we need additional staff, equipment and safety measures for our guests and we may adjust pricing at certain times as a result.
“We have invested in screens, AV equipment, floor set-up and our team to ensure we always offer a fantastic, safe and inclusive environment for all sporting occasions.”
The Directors Box is part of the Stonegate Group, which also includes chains such as Slug and Lettuce, Yates and Be At One, plus Craft Union and Social Pub and Kitchen venues.
In September 2023, Stonegate announced it was introducing ‘dynamic pricing’ at venues during busy times. A BBC News report at the time said the company would ‘charge about 20p more per pint during peak hours due to cost increases’.
The M.E.N. asked Stonegate on how frequently ‘dynamic pricing’ is now used at its venues, at which times and in which locations, but it declined to comment.
‘We’re asking the customer to support us… we must look after them’
Warehouse Project and Parklife founder Sacha Lord, who is now chair of the Night Time Industries Association, believes hospitality firms should do more to ‘look after’ their customers during tough times for the industry.
“Dynamic pricing on bars isn’t something new,” he told the M.E.N. “In fact dynamic pricing on bars probably started in the 70s with its Happy Hour concept, followed more recently with B.O.G.O.F (Buy One Get One Free).
“Both ideas were to stimulate business in what would be a quieter time for the pub or bar. In turn that would make having a drink more affordable to people who might not be able to afford full priced drinks. During the daytime, the industry has found this particularly popular with pensioners.
“However, the concept of increasing drinks prices at busy times such as the Europa League final, doesn’t sit well with me. As an industry who is currently struggling, the idea of ripping off customers at times when you know the bar will be busy, defeats everything we are trying to achieve as an industry.
“We’re asking the customer to support us during these tough times, so in turn, we must look after them.
“From my experience, it is incorrect for Stonegate to say this is becoming a common practice. Maybe in their portfolio, but certainly not in the vast majority of venues that I speak with.”
Sacha Lord has warned against the practice (Image: Darren Robinson Photography)
‘Dynamic pricing’ hit global headlines last August as tickets for Oasis Live ’25 went on sale, when the cost of some tickets soared from £148 to £355 while hundreds of thousands of fans were still in the queue for tickets.
The policy proved hugely unpopular, with both Ticketmaster and Oasis drawing criticism in the days following the sale. Sacha believes customers who feel they are being ripped off should also ‘vote with their feet’.
“I’m really not a fan of dynamic pricing across the board to be honest,” he added.
“How many times have we heard complaints of dynamic pricing now when it comes to concert sales? The customer is always right and if the customer feels they are being ripped off, I’d say vote with your feet and find somewhere that actually wants your custom.”
UKHospitality, a national trade body representing the industry, says surge pricing can help businesses offset increased costs during busy times – but insists accurate drinks prices should be displayed for customers to be aware of how much they are paying.
Kate Nicholls, CEO of UKHospitality(Image: UKHospitality)
Chief executive Kate Nicholls said: “Pricing strategies are a matter for individual companies but dynamic pricing as a concept is not new to the sector.
“Happy hours and other such offers are examples of dynamic pricing where prices come down for consumers, but it is sometimes also put into effect by companies when dealing with particularly busy events, such as a major tournaments or finals.
“This is often where the influx of customers requires additional staff and security, for example. Small increases in prices help companies offset those costs.
“There are requirements around display of drinks prices for licensed premises to protect customers, which venues must remain compliant with.”