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Forty pubs and restaurants will cut their prices by 7.5 percent today in a protest against the amount of VAT paid by the hospitality sector.
Several chains and brands are taking part in the campaign, including JD Wetherspoon, Subway, Pret a Manger and Heineken.
Midland pub companies are slashing their prices today as part of a national protest over VAT.
Holdens Brewery, based in Dudley, and Burton-on-Trent firm Punch Taverns are among 40 pub and restaurant chains across the UK cutting prices by 7.5 per cent.
The day of action has been organised to draw attention to the amount of tax paid by the hospitality sector.