Jeremy Clarkson’s new pub venture, which opened its doors recently, is reportedly bleeding cash, according to the former Top Gear presenter himself. Despite the establishment’s commitment to using solely British ingredients – a move that garnered applause from his followers – patrons have been less enthusiastic about the prices, taking to social media to voice their concerns over the expensive fare.
And Clarkson has admitted that despite the high prices, the pub is still not making a profit. The 64-year-old has described the business as more expensive than he initially thought and has appealed to customers for understanding when they receive their bill.
In an article for The Times, Clarkson wrote: “I do ask, if you drop by, to remember this. Your lunch, if it arrives at all, is costing us a lot more than it’s costing you – so please be kind.”
He further detailed the financial challenges, saying: “I asked an AI program to work out what the average price of lunch in a Cotswolds pub is and just charged that. It’s possible that for every customer who comes through the door I’d lose about £10.”
He also shared that a business-savvy individual might have hiked up prices on an all-British menu, yet admitted that approach wasn’t for him. Delving into his expenses, he disclosed the high cost of sourcing locally compared to international imports, reports the Mirror.
He pointed out the vast difference in price between imported and domestic products, highlighting that while imported black pepper is around £10 per kg, British-grown variants could cost him tenfold.
Despite his best efforts, he confessed that he has “failed” to ensure The Farmer’s Dog serves exclusively British produce, though he strived his “absolute hardest” to do so. While he succeeded in keeping the food offerings fresh and local, the beverages posed a challenge, leading him to say: “There have been some problems like, for instance, the simple G&T,” explaining further how quintessentially British pub-goers expect gin and tonic, which is complicated by the fact that quinine in tonic water isn’t producible in the UK.
Offering gin and water as an alternative, he joked, wouldn’t hit the mark with patrons expecting citrus garnishes rather than turnip slices or potato peelings. In his commitment to local sourcing, he also acknowledged excluding items like avocado from the menu, due to the absence of a British equivalent
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