Jim Olsztynski says if you defy conventional wisdom, you just might break from the pack.
1. Let the customer name the price. I once heard of a restaurant that had no prices on the menu. Instead was the notation, "Pay what you think the meal was worth." Most customers were afraid of embarrassing themselves by underpaying, so they tended to offer more than other restaurants were charging for similar fare. The owner made more money than he did in previous tries at the restaurant business with conventional menu prices.