Jeremy Clarkson admits new pub is ‘costing a fortune’ and he has no idea if ‘we’ll ever make our money back’
JEREMY Clarkson has opened up how much it costs to run his new £1 million pub, admitting he’s not sure they will ever make back all the money that’s been ploughed into the new business.
The Clarkson’s Farm star has refurbished the formerly defunct Cotswolds pub, now named The Farmer’s Dog, and officially opened to the public in the summer.
However, Jeremy, 64, has now opened up about his financial fears as he’s come to realise how much it costs to run the country boozer.
During an interview with MailOnline, the presenter admitted the pub’s £1,000,000 price tag and ever-increasing costs were a big concern.
“This place is costing us a fortune. God knows if we’ll ever make our money back,” he said.
The TV presenter has tried to keep his prices affordable, with prices averaging £5.50 for a pint, £9 on small plates and up to £19 on a full meal.
Although these prices have faced some backlash, Clarkson’s Farm star Kaleb Cooper hit back at critics telling Metro it’s well worth the money.
“I’ve spent a little time there. It’s fantastic, it’s great, it’s really just a good traditional pub with good food, highlighting the quality of British produce.
“I don’t think there’s any difference in prices to any other pub,” he said.
Jeremy has tried not to let his “only British” ingredients rule impact prices for the punters, too, although he previously revealed that it costs more to make the food than what he charges.
Writing in his column for The Times, Jeremy explained his pricing.
“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 wrote.
Jeremy continued: “Imported black pepper is about £10 a kilogram, whereas the home-grown alternative is ten times more.
“There are other issues, too. If I butcher one of my own pigs and turn it into sausages, each one of those sausages will arrive at the pub costing 74p. If I buy imported pig meat, then the cost of a sausage is 18p. It was the same story everywhere.
“Now a business-minded person would look at these costs and realise that with British-only rules in place, a hotdog was going to be priced at about £45. But I’m not a business-minded person.
“So I just filled my heart with hope, 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.”
Clarkson's Farm series guide
By Conor O'Brien, TV Reporter
Clarkson’s Farm airs on Prime Video and follows TV personality Jeremy Clarkson as he manages his Diddly Squat Farm in the Cotswolds.
Three series have been released to date and here is an overview of what has happened so far.
Series 1
- Jeremy takes over the day-to-day running of the newly renamed Diddly Squat Farm.
- Lisa Hogan, Kaleb Cooper, “Cheerful Charlie” Ireland and Gerald Cooper are also introduced.
- Jeremy starts to assemble what he needs for his farm – as well as laying the groundwork for things to come later.
- He buys key equipment including a tractor and cultivator, as well as taking on sheep and opening a farm shop.
- Jeremy takes over the day-to-day running of the newly renamed Diddly Squat Farm.
Series 2
- This series sees Jeremy look for ways to increase the farm’s revenue.
- One such example is bringing in a herd of cows although this isn’t without its issues.
- Jeremy also had the idea to convert the abandoned lambing barn into a restaurant where he could sell his meat from the farm.
- For this plan to move forward, he had to get planning permission from the local council.
- Viewers also meet Pepper, a heifer among the herd who ultimately becomes the star’s favourite.
Series 3
- The third series contained some of the show’s most emotional moments to date.
- In heartbreaking scenes, dozens of newborn piglets died as a result of overlaying – their mother rolling on to them.
- Jeremy said goodbye to his favourite pig – the Baroness – after she developed cancer and needed to be put down.
- Dry stonewall expert and “head of security” Gerald Cooper was diagnosed with cancer.
- Jeremy and Kaleb began a competition between themselves – with Kaleb looking after the arable side and Jeremy taking the non-arable elements.
- Fellow farmers – and famous faces – Andy Cato and George Lamb appear in this series
To combat rising costs, Jeremy had made plans to diversify his business by selling microwave meals and branded kitchenware, including knives, aprons, tea towels, crockery and cutlery, all linked to the rural boozer.
Baobab Productions Ltd, the firm behind his Farmer’s Dog venture, has applied to trademark the name with the UK’s Intellectual Property and is waiting for it to be rubber-stamped.
The application reveals Jeremy wants to be able to market “prepared meals consisting primarily of meat, fish, poultry or vegetables,” plus a range of other grub like “pre-prepared sandwiches and sauces.”
Clothing, footwear and headgear are also listed on the application, which was filed three days before the pub opened.
Baobab has also applied for the name “The Farmer’s Puppy” which will be a mobile kitchen, and “Hop and Chops” which will go on branded kitchenware as well as food and drink.