The Olympic Games are set to be the biggest event in the UK this year, with the torch relay already drawing crowds of thousands in every town and city it passes through. However, the expense of holding this prestigious event in London has been a sticking point for the British public – and with the news that spectators will have to pay over the odds for refreshments in Olympic commercial properties, this issue can only become more contentious as the Games draw closer.
MOVEHUT have already revealed that Dutch beer company Heineken will be the only company allowed to sell their products as advertised in participating commercial properties, and now we can inform our readers that the lager will be sold at a staggeringly increased price. A 330ml bottle of alcohol will retail at £4.20 – or, in other words, Olympic commercial properties will be selling a pint of Heineken at £7.23. This is over double the national average of beer served in leisure commercial properties across the country.
However, the astronomical prices do not end there. For peckish participants and crowds, lamb curry will be served in commercial property restaurants within the Olympic village for £8.50, while British favourite cod and chips will set spectators back £8. This is considerably higher than the prices charged in most commercial property takeaways.
Sadly, it doesn’t end there. A bottle of water, sold at refreshment stands, will cost £1.60, while a cup of tea will retail at £2 and a cup of coffee will cost £2.60.
This leaves consumers forced to pay over-the-odds prices for refreshments, as Locog have announced that picnics and “excessive” amounts of food will be confiscated should anyone attempt to take any into a commercial property stadium. Also, bringing your own bottled water will be prohibited, in case the bottle contains materials that could be used to make a “liquid bomb.” Empty bottles, however, may be brought in, and filled from taps that will be located in various commercial properties in the area.
Chief Executive of Locog, Paul Deighton, defended the high prices for refreshments in Olympic commercial properties. He said; “We have gone to great lengths to find top quality, tasty food that celebrates the best of Britain.
“We believe that our prices are more than comparable to those found at other major sporting events, which because of their temporary nature are often more expensive than the high street.”
Catering commercial properties in the Olympic park will only be allowed to sell branded products made by companies that are official sponsors of the Olympics. In other words, McDonalds, Coca-Cola, Heineken and Cadburys will be the only products for sale with labels that the majority of visitors will recognise. Although British real ale will be on sale, it will not feature the commercial property brewery’s name or logo, and will instead be advertised simply as “British bitter”. Similarly, the wine on sale is not produced by a vineyard sponsoring the Olympic Games, and so will be sold as “London 2012 Wine”.
McDonalds will have four commercial property fast food restaurants on site, built in the Olympic Park, the main press centre and in the athletes’ village. Coca-cola will have the monopoly on soft drinks sold within the commercial properties, including mineral water, smoothies and of course, their fizzy drinks range.
Mr Deighton believes that the standard of food and drink sold at the Olympics is well worth the cost, and could bring future success and employment even after the Games have finished.
He concluded; “We are proud that the catering industry has been quick to adopt the standards of our food vision, leaving a stronger and sustainable industry as a legacy of the Games.”
Would you buy a pint of lager for over £7 in a commercial property affiliated with the Olympic Games, or do you believe that the price is too high for most people to choose to pay? In your opinion, is this another example of profiteering by big chain companies, or are the prices justified to help with covering the cost of holding the Olympic Games?
