Despite concerns raised by road safety campaigners, England has proceeded with the opening of the first motorway-side pub. The Hope and Champion bar and restaurant located at Beaconsfield services on the M40 - in Buckinghamshire - operates from 4:00am till 1:00am daily and is permitted to retail alcoholic beverages from 9:00am.

"My team and I are looking forward to welcoming customers into The Hope and Champion. The Extra Motorway Service Area, now including The Hope and Champion, primarily serves the Motorway users, but its facilities are also available to the surrounding community from the local road network," said Steve Baldwin, the new pub's manager, to U.K. tabloid, The Telegraph.

Since the pub's 24-hour license was approved by the South Bucks District Council last June, plans to open the pub have raised concerns about drink driving including from Ed Morrow, campaigns officer for road safety charity Brake.

"The opening of a pub on a motorway is a serious concern, presenting a potentially deadly temptation to drivers. Drink driving remains one of the biggest killers on our road, causing devastation to families and communities every day," Ed remarked to the English daily.

Research by the RAC Limited, a U.K. firm which provides products and services for motorists, revealed that 64 percent of respondents to a survey opposed the decision to put pubs in motorway service stations - while only 12 percent supported the notion.

"The temptation to drink and drive can only be increased by easier access to alcohol. We therefore urge JD Wetherspoon to do all they can to convey the anti-drink-driving message as strongly as possible at this particular pub," cited Pete Williams, Head of External Affairs at the RAC.

To address the concerns, pub chain JD Wetherspoon has promised to include the national Drink Drive Awareness logos on menus while also removing all alcoholic promotional deals. The only benefit to arise from opening the £1.8 million (S$3.8 million) pub, thus far, is the creation of 120 jobs.