Pay-What-You-Like prices

It's officially a buyer's market, it seems. Peter Ilic, who owns the Little Bay restaurant group in England, will not present diners with a bill at the end of the meal, but instead leave it up to them to decide how much to pay. The restaurants are still serving their usual upscale food, and the gimmick is clearly intended to generate some nice press attention. The restaurateur said: "Some people will pay more than I would charge, some will pay less," but clearly drastic times call for creative marketing measures. Other restaurants are slashing prices, and everyone agrees that it is critical to find new ways to attract customers.