Jeremy Clarkson's newly launched pub, The Farmer's Dog in Asthall, Oxfordshire, has attracted significant crowds, with patrons queuing for hours to enjoy Hawkstone beer and pub meals. However, Clarkson has openly admitted to struggling financially, revealing he is losing about £10 for every customer due to high operational costs and his pricing strategy, which was based on an AI calculation of average local lunch prices. During an appearance on Good Morning Britain, he humorously advised prospective pub owners against following in his footsteps, citing warnings he received from friends like James Blunt and Guy Ritchie. Despite his financial challenges, Clarkson is committed to sourcing British products, although this has led to increased expenses, as local ingredients can be much pricier than imported alternatives. He has appealed to customers to be understanding of the situation, stating that their meals cost significantly more to the business than the prices they pay. The venue is designed as more than just a pub, featuring a restaurant, farm shop, and other amenities.