Jeremy Clarkson Admits He Was “Wrong” About His New Pub

A New Venture in the Cotswolds

Jeremy Clarkson has confessed that he was “wrong” about his latest business venture — his pub, The Farmer’s Dog — after realizing how difficult it truly is to make money in the hospitality industry.

The former Top Gear and Grand Tour host opened The Farmer’s Dog in August 2024, paying under £1 million for the property, formerly known as The Windmill, located in Asthall near Burford, Oxfordshire.

The pub quickly became popular with tourists and locals, much like Clarkson’s Diddly Squat Farm Shop, which rose to fame through his hit Amazon Prime series Clarkson’s Farm.

“I Was Wrong”

In a candid column for The Times, Clarkson admitted that he underestimated the challenges of running a pub, despite being warned about the industry’s struggles.

He wrote:

“I was told there are thousands of pubs closing every year, that you can’t make money selling just British food, and that finding staff post-Brexit would be impossible. But I thought it’d all be fine. I was wrong.”

A Nightmare in the Toilets

Clarkson recounted one particularly horrific experience involving a customer accident in the pub toilets.

“No amount of festival visits would prepare you for the horror of what had been produced at The Farmer’s Dog,” he said. “It was everywhere — and in such vast quantities that no ordinary plumbing or cleaning equipment would even scratch the surface.”

He added that he eventually had to hire “chemically trained hazmat engineers” to deal with the aftermath.

The Harsh Economics of Pub Life

Clarkson went on to describe how difficult it is to turn a profit despite having a steady flow of customers.

“It’s galling to see how much effort is required to make so little money on the farm,” he wrote. “It’s worse at the pub. The customers are coming — there’s no problem there. But turning their visits into a profit is nigh-on impossible.”

He also mentioned a string of other frustrations, including issues with the pub’s Christmas decorations, beer, turkeys for the festive season, and even the neon “Farmers’ Clubhouse” sign outside.

Finding a Silver Lining

Despite describing “everything as a total disaster,” Clarkson ended his column on a surprisingly positive note.

He revealed that celebrity chef Marco Pierre White had visited and was “bowled over by how good the food is.”

Clarkson concluded:

“It’s warm, there’s a fire, and the staff are friendly, young, and happy. It’s a proper traditional pub — by which I mean you’ll love it, and I’ll lose a fortune and develop a skin disease from the stress of running it.”

From Restaurant Dreams to Pub Reality

Clarkson originally decided to buy a pub after being denied permission to open a restaurant on his Diddly Squat Farm.

“We wanted to have a restaurant on the farm last year and couldn’t,” he said. “So instead of building one, we bought a pub. Pubs were all for sale, so it made sense.”

Local Concerns and Council Cooperation

Over the years, Clarkson’s farming ventures have often sparked controversy with residents in West Oxfordshire. Some locals voiced concerns that the new pub’s proximity to the busy A40 could worsen traffic issues.

However, Oxfordshire County Council confirmed that it has been working closely with Clarkson and his team to minimize potential problems and ensure smooth operations.

Conclusion

From farming mishaps to pub disasters, Jeremy Clarkson’s ventures continue to entertain fans — and frustrate him. The Farmer’s Dog may be costing him more than he expected, but it’s clear that, true to form, Clarkson remains undaunted — turning every challenge into another great story.