Jeremy Clarkson’s new pub, The Farmer’s Dog, attracted a crowd of around 300 eager visitors for its grand opening, with guests lining up from 8 a.m. to secure a spot. Despite the excitement surrounding the launch of his Cotswolds establishment, Clarkson has openly admitted to regretting one critical decision leading up to the opening.
As the new season of Clarkson’s Farm approaches, Jeremy shared insights into the unexpected challenges of running a pub—struggles that most customers wouldn’t even consider. “When you go to a pub, you just order a pint, maybe have some snacks, and it seems straightforward,” he said. “But behind the scenes, there’s a huge amount of food hygiene and safety regulations. Then you have to deal with staffing—finding chefs and waitresses—and it’s incredibly complicated.”
Clarkson has concluded that managing a pub is far more stressful than running a farm. His biggest mistake was trying to accelerate the process to coincide with the August bank holiday weekend. “I wanted the pub to be open at the same time as the harvest, so I was juggling both all day—trying to get the pub ready while handling hundreds of issues,” he explained. “By the end of the day, I was completely knackered.”
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Located in Burford, Oxfordshire, The Farmer’s Dog has quickly become a nationwide draw. However, Jeremy originally envisioned the pub as a local refuge where farmers could relax on a rainy day and socialize with peers. The pub’s rustic charm includes an agricultural-themed interior, highlighted by a vintage tractor suspended from the ceiling.
Clarkson purchased the venue—which was previously The Windmill—for under £1 million in 2024. Initially, he intended to open a restaurant at his Diddly Squat farm but shifted plans after spotting several pubs for sale. “Instead of building a restaurant, we thought it made more sense to buy a pub,” he noted.
Despite his enthusiasm, preparing The Farmer’s Dog for opening was “terribly stressful,” especially since Clarkson admits he isn’t skilled at business planning. “I haven’t done a proper business plan,” he confessed. Yet, even with the challenges, the pub stands as a heartfelt tribute to the farming community he cherishes.