Stonegate is charging customers more during peak times in an example of the dynamic pricing common with hotel, airline and ride hailing operators.
Drinkers will spend 20p more for a pint of beer over the weekend to help cover the cost of washing glasses, extra staff, supplying plastic cups and putting bouncers on the door.
The group has introduced dynamic or surge pricing at some 800 sites across the country, according to reports.
Additional charges at the company were initially brought in during major sports tournaments like the Fifa World Cup in 2018 and 2022, when prices were increased by as much as £1.
The changes have now been made permanent during peak trading hours.
Stonegate did not disclose how much current prices can vary, but one manager of a central London pub told The Telegraph its pricing system meant the cost of a pint of beer was 20p more expensive on weekends.
Photos of notices in pubs informing customers that surge pricing is in place have been shared on social media.
Messages inform customers “dynamic pricing is currently live in this venue during this peak trading session”.
The messages read: “Any increase in our pricing today is to cover these additional requirements” and go on to list needs such as additional bar and door staff, the use of extra cleaning and plastic pint glasses and “satisfying and complying with licensing requirements”.
Stonegate said changes varied between pubs and sometimes occurred around events - but stressed that any increases were “marginal” and much less than £2, with prices falling again during normal trading hours.
A spokesperson said: “Stonegate Group, like all retail businesses, regularly reviews pricing to manage costs but also to ensure we offer great value for money to our guests.
“Across the managed business our dynamic pricing encompasses the ability to offer guests a range of promotions including happy hours, two-for-one cocktails, and discounts on food and drink products at different times on different days throughout the week.
“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.”
