In Glebe a small district in Sydney, Australia, there is a shop called "Lentils as Anything" and it operates under the "pay what you can" scheme. It is highly

In Glebe a small district in Sydney, Australia, there is a shop called "Lentils as Anything" and it operates under the "pay what you can" scheme. It is highly successful, and that's because their branding, signage, store layout, and all is on point and clearly indicative of what it is. There's no cashier, just a big metal box with a hole in the top for donations, and the staff are all volunteer. Making a non-profit model out of a business that looks like a normal over-the-counter coffee place was the first egregious error in this plan by big P. It needs to look completely different. Why? because it is completely different in principle.