Jeremy Clarkson admits new venture is 'costing a fortune' as he battles financial hurdle amid backlash to prices
Jeremy Clarkson admitted the pub is costing him a lot of money
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Jeremy Clarkson's latest venture, The Farmer's Dog pub in the Cotswolds, is facing financial difficulties despite its high-priced menu.
The former Top Gear host has admitted that the establishment is "costing us a fortune" just weeks after its grand opening this summer.
Clarkson, 64, revealed to The Mirror that he has invested a staggering £1million in the refurbishment of the formerly defunct pub.
However, he now expresses doubt about recouping his investment, stating, "God knows if we'll ever make our money back."
Jeremy Clarkson opened his pub back in August
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The pub's financial struggles come as a surprise, given its premium pricing strategy for meals and drinks.
The Farmer's Dog's menu has drawn attention for its high prices, with a steak pie with mash and gravy costing £19, as does a Lancashire hot pot.
Sausage of the day with mash and gravy is priced at £18, while a vegetable and cheddar crumble is £15. Desserts like apple crumble and cheesecake are £8 each, with drinks equally being premium, as pints of Hawkstone beer and cider costing £6.
Clarkson has defended these prices, emphasising the quality and origin of ingredients: "Every single thing was grown by British farmers, even the black pepper and the sugar!"
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Jeremy Clarkson has admitted he doesn't know if he will make his money back
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Thousands flocked to the grand opening of the pub
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The pub's pricing has faced criticism, however, Clarkson's Farm co-star Kaleb has defended the costs, telling Metro: "I don't think there's any difference in prices to any other pub."
Charlie Ireland, Clarkson's financial advisor, also weighed in, claiming the prices are competitive for the Cotswolds area.
He stated: "We aimed for a bit cheaper than the local area because the pubs are sort of renowned for high prices. We've tried to make it affordable for people."
Clarkson has revealed that the pub is struggling financially and recently said in an interview with The Times that he's losing approximately £10 per customer.
"I asked an AI program to work out what the average price of lunch in a Cotswolds pub is and just charged that."
Clarkson explained. "It's possible that for every customer who comes through the door, I'd lose about £10."