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At London Restaurant, You Set the Price

Customers offer diverse amounts at popular place

By Matt Cantor,  Newser Staff

Posted Feb 20, 2009 11:43 AM CST

(Newser) – A London restaurant is letting customers pay what they think their meal was worth, and diners are packing the place, the Times of London reports. In the face of tough times, Little Bay owner Peter Ilic decided to run an experiment, writes Vincent Graff: “Will British reserve, and the fear that we will shame ourselves by paying too little and appearing parsimonious, outweigh self-interest?”

“People are paying a little less than the regular prices at the moment,” says Ilic, noting visits from students. “But it's early days. They can only come once and pay a little—next time, they may be ashamed.” On average, he gets about $22 per person, he says, compared to $26-$29 before the experiment. But he’s seen customers pay as little as a few cents (for tap water) and as much as $50 per person, about two-and-a-half times what their two courses were worth.

Customers have offered a wide range of payments for their food.
Customers have offered a wide range of payments for their food.   (Little Bay)
You can pay what you want at Little Bay restaurants in London.
You can pay what you want at Little Bay restaurants in London.   (Little Bay)
Peter Ilic runs Little Bay.
Peter Ilic runs Little Bay.   (Little Bay)
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COMMENTS
Showing 2 of 2 comments
Guest
Feb 20, 2009 10:04 PM CST
Great idea.. I'll bet the service is top notch!
Guest
Feb 20, 2009 7:11 PM CST
Shouldn't English cuisine and dentistry always be pay-what-you-think-it's-worth?

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