Discounting is part of the retail landscape, like it or not — that's the view from Marston's Inns and Taverns boss Derek Andrew as a host of managed operators unveil January sales.
Hot on the heels of JD Wetherspoon's controversial 99p a pint deal, Marstons has slashed the price of an eight or 10oz steak to £3.99 and is selling wine by the bottle for as little as £4.99 in around 150 of its community pubs.
"We have to compete with other operators and the take home trade," said Andrew.
"It's difficult to predict January custom," said Andrew.
"There are two imponderables — the weather and the effect of the VAT increase. We have geared ourselves up for a tough January with good offers and are cautiously optimistic."
Bay Restaurant Group has extended its Monday 50% off food offer throughout the week for up to four diners at the Slug and Lettuce until 17 January. Bay's Ha ha Bar chain is also offering three deals — £5 meals, two-for-one main courses and selected cocktails and glasses of wine for £3.
Mitchells and Butlers-owned Sizzling pubs are offering two main meals for £5 all day at 197 venues Monday to Friday from 4 to 15 January and one of eight curries with a drink for £4.99 until 19 January.
Amongst the other chains in M&B's estate, 144 Town pubs are offering £5 meals, 80 Nicholson's and Classics pubs are offering customers £5 off a bottle of wine if they join the group on Facebook and 133 Toby Carvery venues are offering a two course carvery meal and ice cream for £5.
Punch Pub Company (former Spirit Group) has a two for one meal offer at many of its outlets.
The Orchid Group is letting kids eat free at its Value Carveries chain. Orchid's Dragons chain is offering 25% off the food bill on Sundays until the end of February.
However, some have decided to trust customer loyalty over the lure of discounting. Barracuda is not offering any further discounts aside from its year-round offers such as its V-card at its student Varsity venues.
Intertain, the company that runs 60 former Regent Inns Walkabouts and Old Orleans sites, is also sticking to normal prices.