Beat the clock to target early diners

In an effort to get diners to turn up in the usually difficult to fill late afternoon Circus Cafe in Edinburgh, Scotland is inviting its customers to 'Beat the Clock'. Their meal price is set by the time that you arrive. Arrive at 3.30 and your meal is £3.30. arrive at 5.15 and it's £5.15!

So the later you turn up the higher the price. Simple but brilliant.

Source: Instant Magazine