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VANCOUVER — When Vancouver entrepreneur Eli Gershkovitch closed his “ornate,” troubled TransContinental restaurant to renovate and reopen a new eatery, he made a radical move, inviting customers to pay-what-they-think-its-worth at the new Rogue Kitchen & Wetbar.

According to The Vancouver Sun, the restaurateur knew he had to make a big change. So, last week he opened his new eatery, featuring funky decor, fun food — like sushi bombs and sticky caramel chicken — and a bold pricing plan that he hopes to try out, at least for a couple weeks.

“So far, it has almost balanced out,” he told the Sun, while speaking of the system, where patrons use the price indicated beside each menu item as a barometer for how much to pay. “People have knocked off or added a buck or two but they take it seriously, and we have had some very insightful feedback.”

Of course, Gershkovitch isn’t the first to introduce a pay-what-you-think-it’s-worth format, but the formula hasn’t really picked up since it began to make news last year during the dog days of the recession.

For the complete Sun story, click here.

 

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