
Shortly after the COVID-19 pandemic, French national Alison Boutoille, who fell in love with pub culture after moving to London, decided to bring together a community of independent pubs and create a unique discount scheme to combat inflation, helping Londoners continue to enjoy nights out despite the rising costs in the capital.
The concept of the initiative is simple: Londoners purchase a £25 stack of beer mats (called the ‘London Pub Collection’), which gives them £100 worth of food and drink at fantastic independent pubs across the city. Each pack comes with a special beer mat, which can be shown at any ten of the 60+ pubs participating in the project. Customers have it stamped and receive £10 off a £20+ spend.
CityStack provides a fun experience too, including a map and a stack of collectible informative beer mats to learn more about a curated selection of independent pubs.

The objectives are straightforward:
Help people identify independently run pubs
Encourage Londoners to discover independent pubs, and drive footfall to these establishments, which are struggling with inflation and declining visitor numbers
Allow Londoners to socialise within their budget
Raise awareness of the challenges pubs are currently facing
London’s independent pub owners are going through critical issues that threaten their survival.
As a result, just this year, 50 pubs a month in England and Wales closed their doors for good in the first six months of 2024, with the total number of pubs falling from 39,401 in December 2023 to 39,906 in the six months to 30 June. In London specifically, 25 pubs closed in the period. Following this appalling trend over the past several years, 1,000 pubs could face closure this year, according to CAMRA estimates.
Top ranking concerns facing independent pub owners
CityStack has compiled a list of the top concerns facing the independent pub owners in our scheme (members are available to interview, on request).
The top concerns are:
Soaring beer prices
Rising property rents
Business rates hikes
Pay television sports channels subscription fee hikes
Mortgage interest rate rises
Energy bill spikes

Over 60 independent pubs are already part of the scheme, with more pubs requesting to join each week. The scheme, which will soon involve 80 pubs, has already distributed £500,000 worth of food and drink to Londoners.
"We joined the initiative in 2021 because we love that CityStack is leading the way in supporting independent businesses like ours. The scheme is an excellent system that helps people discover our place. I've been recommending it to other landlords, as I believe all independent pubs could benefit from increased footfall." - Bryan Fitzsimmons, landlord of Skehan's
"With all the challenges independent pubs like ours are facing - rising costs and Londoners having less budget for going out - this kind of initiative is incredibly helpful in bringing people to discover places like ours, which they might not have otherwise!" – Siblings Megha and Gaurav Khanna, landlords of the Gladstone Arms
"This scheme is a fantastic system to be identified by pub-goers as ‘independent’. Thanks to CityStack, we've welcomed pub lovers who wouldn't have been to our place otherwise." – Egil Johansen, landlord of the Kenton
"As soon as we heard about this initiative, we decided to join because it's a fantastic way to let people know that we are independent and to attract pub-goers from all over London to discover us." – Eli Tancheva, landlady of the Dog and Bell

Alison Boutoille, founder of CityStack commented: " Observing the daily disappearance of these de-facto community centres, which are so core to British culture, is heartbreaking. The challenges pubs have faced for many years have worsened significantly since the pandemic. Changes in drinking habits, staff shortages due to Brexit, massive increases in operating costs, and upward-only AGA leases form endless, belligerent obstacles that increase the daily struggle, making the situation untenable for independent businesses.
We had to do something to help these small businesses thrive and allow publicans to keep fighting to preserve these places that allow everyone to connect in an increasingly lonely world.
"While big chains may be better equipped to weather the current economic situation, it’s much harder for independent businesses to stay afloat, which is why we created this initiative. We encourage people to return to independent pubs before it's too late, and a Christmas gift is a great way to do so."
About CityStack
The CityStack scheme was created by marketing executive Alison Boutoille, 34, a French national who moved to London in 2020, who fell in love with English pub culture. The aim is to help independent pubs combat declining footfall and the lingering effects of the pandemic on the UK hospitality industry.
As part of the initiative, Alison has started an “Indie Pub Tour” as well as the successful “Support an Independent Pub Day”alongside Alistair Von Lion, pub champion the London Pub Explorer. She passionately continues to champion independent pubs, which she believes are essential to the core of British culture, and has been featured on Daily Mail Online, Los Angeles Times, France24, The Metro, iNews, The Morning Advertiser, MyLondon, This is Loca London, Southwark News, and Beer Today.

For more information, visit: https://www.citystack.co/
CityStack and several independent pub owners are available at short notice for interviews and to provide commentary about the current situation for independent pubs.
Photos of Alison Boutoille and Bryan Fitzsimons attached. Media kit available on request.