The Litten Tree wants to join other pubs in Swindon town centre that carry on serving until 2am.
Danny Capitanchik, manager of the Litten Tree, in Fleet Street, has applied to Swindon Council for permission to stay open until 2am on Thursdays, Fridays and Saturdays.
He said: "We want to catch up with other bars already allowed to serve into the early hours. This would give our customers the opportunity to stay and dance in our pub, rather than moving on to a club."
If the application is approved, The Litten Tree will join other late-opening pubs in Fleet Street, including The Walkabout Australian theme bar, Edwards and The Lava Lounge.
Mr Capitanchik said: "At the moment we are losing out on customers because they leave to go to other pubs or clubs with later licences.
"We are trying to establish an even playing field. Opening later encourages sensible drinking, rather than binge drinking in short periods."
Giuseppe Bretti, 40, runs a kebab van in Fleet Street and has also applied to extend his opening hours until 2am.
He said: "Bars are open until later these days, so people want their kebabs later. I have to pack up before all the people come out looking for food."
Nicky Payne, manager of Edwards bar, also thinks there is demand to serve into the early hours.
She said: "We open until 2am on Fridays and Saturdays and stay busy right the way through. It means people can stay here and carry on enjoying themselves, instead of traipsing around at midnight looking for a club."
From April next year, pubs and clubs may be able to serve alcohol round the clock, by applying for a 24-hour liquor licence. However, there is no guarantee every application will win approval.
Bars can already apply to stay open 24 hours. In November, The Casbah, in John Street, became one of the first bars in the country to be granted a non-stop public entertainment licence. After 2am only soft drinks can be served because the licence is separate from a liquor licence.
New licensing laws came into force this month, transferring alcohol and entertainment licensing from magistrates to local authorities.
Lionel Starling, chief licensing officer at Swindon Council, does not think the laws will release the floodgates of pubs opening
around the clock.
He said: "In 10 years time, I don't think much will have changed. People will still leave pubs before midnight and go on to a club because old habits die hard.
"As for opening 24 hours, it is unlikely to become commonplace because customers, along with staff, eventually want to go to bed."
vtagg@newswilts.co.uk
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