“I’m a big advocate for European-style service. I think we had a chance to change the culture during the pandemic. I’m sure some places thought it was a good idea, keeping everyone sat down, not standing up but sat at your table where it’s all about the conversation, but in most places it’s gone back to how it was. I think it’s a real shame.”
Despite making “special allowances for the older guys” after Covid when prices were kept the same between bar service and the website, Mr Cheshire is insistent his pricing structure is not discriminatory.
“The people who are more worried about the discounts are the 19-year-old fine art students, they are the ones who really appreciate it. Or the young professionals who are pushing it a bit having a night out in the midweek,” he said.
The British Beer and Pub Association, which represents around 20,000 pubs, said the decision to encourage customers to order via their smartphone represented the difficult climate the hospitality industry is facing as pubs seek alternative methods to cut costs and keep Gen Z customers coming to the pub.
Chief executive Emma McClarkin said: “In pubs, the greater use of all different types of tech has accelerated since the pandemic and is being embraced by all consumers, especially younger consumers.
“This is not just confined to how to order a beer, refreshments or a meal, but in the many ways that pubs are adapting to bring communities together, including host events or a diverse range of activities. The cost efficiencies they bring are most welcome and much needed.”