A coffee shop in Kirkland, WA is NOT posting prices for the coffee and sandwiches that it sells, and is expecting customers to simply pay what they think is right. Cash is deposited into an anonymous drop box. Will this work? Excellent question. It will be interesting to see the results of this experiment.
This causes to dream up a new experiment in social capitalism that would provide more information so that customers would have legitimate reference points as to the amount of money that they’re spending. For example, maybe the menu would show the cost of producing the coffee (including overhead), the price at a reasonable profit of say 30%, the average price that other consumers pay, and the average going price for similar coffee shops in the area.
Then the decision is up to an informed consumer and is not based solely on an abstract feeling of right or moral necessity. If they can afford to spend more, they may do so out of desire to support the business or out of desire to help those less fortunate to be able to enjoy the same items. Either way, the ambiguity of how much to leave and the potential guilt from wondering, “Did I leave enough?” will be reduced if not eliminated. The consumer is empowered to determine the impact of his or her expenditures.
It’s also fascinating to consider this system being applied to other industries: supermarkets, drug stores, gas stations, maybe even car dealers. This type of system would really encourage excellent customer service, not unlike tipping does in the restaurant industry today.
It’s possible that these ideas would not work in the marketplace, but it’s interesting to think of them in terms of further empowering consumers to make choices that support businesses they enjoy and want to ensure the continued profitability and existence of.
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