Guadalajara Reporter

GUADALAJARA - Inspired by success stories in Paris and London, a Guadalajara restaurant allowed customers to decide how much they wanted to pay for a meal last month.

Café Morgana in Guadalajara introduced the concept over a six-day period at the end of May, when business was still recovering from the swine flu fallout.

“The idea was to get regulars and new customers into the cafe at a time when purse strings are tight,” owner Eduardo Castañeda told the Reporter. “I think we were successful.”

Castañeda said some diners were flabbergasted and confused and demanded a bill.

“It was like a game, a lot of fun,” he said. “Many didn’t believe there wasn’t a bill and asked for it again and again.”

Castañeda said the minimum a client paid for the fixed menu – a pannini sandwich, salad, dessert and a soft drink – was 23 pesos. The most anyone paid was 75 pesos, although the meal would normally cost around 85 pesos.

Castañeda said the exercise wasn’t about making money but getting some “mouth to mouth” promotion.

“In some French cities there were line ups to get into the cafes and that benefited nearby cafes as those who didn’t want to wait went to them instead,” said Castañeda, who recently threw a party for the second anniversary of his café, located four blocks east of Avenida Chapultpec in the Zona Rosa district of Guadalajara.

Castañeda is considering offering “pay-what-you-want” meals once a week. He is also planning a 50-peso pannini and drink promotion to run weekdays with breakfast at weekends for the same price. 

Café Morgana is frequented by many foreigners attracted to the European-style interior and a selection of magazines in English and French, Castañeda said.

“I think they walk past the café and aren’t afraid to enter. Also many foreigners live in this area and at 15 pesos for a coffee we aren’t expensive.”

Café Morgana is located at Pedro Moreno 1290. For updates on future promotions check the café’s facebook page or cafemorgana.blogspot.com

< Prev		Next >