Several restaurants in Northern California have decided the best way to reel in new guests for a dining experience is to let them pay what they can for their meals.
Michelin-starred restaurants like Merchant Roots and Bombero in the Bay Area, are telling guests to eat what they want and pay whatever they can for the meal.
It’s all part of a global initiative and for one day, August 26, customers get to decide what the meal and experience is worth, not the restaurant. And it’s happening across the US, and in countries like Mexico, Cuba, India and more.
For San Franciscans who have been priced out of one of the city’s most expensive dining experiences, the move could finally put Merchant Roots back on the menu.
The acclaimed restaurant, where its immersive tasting menu typically runs $238 per person, has long asked diners to shell out top dollar for its ever-changing themed experiences.
Chef Ryan Shelton said the new concept solves a challenge that’s dogged the restaurant for years — balancing soaring operating costs and staff wages while still delivering the over-the-top experience guests expect.
“The level of investment it takes to really experience Merchant Roots is a bit high,” Shelton told SF Eater.
“So, I’ve been trying to find a way to make it easy.”
Shelton said when he heard about the idea from Mexico City’s Masala and Maiz restaurant he knew he wanted to do it.
“Eat what you want, pay what you can,” a message on the establishment’s social media read, for the global event.
“I want more people to get to experience Merchant Roots, and especially, multiple facets of Merchant Roots, hopefully multiple themes,” he said.
“And I feel like now I have the language to figure out how to put that out there.”
Bombera in Oakland, led by Chef Dominica Rice-Cisneros, is also on board with the idea.
“This is what it looks like when restaurants stand for something,” a message on their social media read.
“For one day, pricing isn’t fixed. Guests decide what they can pay. Same kitchen. Same intention.”
And it’s not just Michelin-starred restaurants, smaller shops in SF, Oakland, Sonoma, and other cities have promised to take part.
For Shelton, it won’t be just on the one day, but the rest of the year. He said he’s designating the first Tuesday of every month as the Pay What You Want meal.
The restaurant said the idea is already a hit, with reservations filled for August, September and October.
“I think fine dining should be for everybody … It shouldn’t just be for the people that have disposable income.”
