Imagine you have been given vouchers promising a stellar dining experience at one of London’s top restaurants. Imagine the six-course meal serving up incredible food and wine.

Then imagine that suddenly, after the dinner, it turns out that all the expensive drinks you enjoyed were not included. And think of the 25% service charge you realise you now have to pay. And before you leave, picture being handed a sourcing charge relating to all the organic ingredients you consumed. Even if the food was delicious - such an experience would leave most people with a bad taste in their mouths.