L'Oca d'Oro Introduces Pay-What-You-Will Tuesdays Amid Restaurant Downturn
L'Oca d'Oro, an Italian restaurant in Austin, Texas, has launched a pay-what-you-will Tuesday night promotion to make dining out more accessible as customer traffic declines and costs rise.
"Getting drive-thru is not going out. Sitting down, being treated with hospitality, being a guest is a thing that everybody should be experiencing regularly." — Co-owner Adam Orman
How the Promotion Works
The offer applies to food only; drinks remain at full price. A 20% service charge is added to the final total chosen by the customer.
Co-owners Adam Orman and Fiore Tedesco III cited a steady decline in customer volume over two years, driven by political and financial instability.
Customer Behavior and Revenue Impact
According to the restaurant, most Tuesday diners pay about two-thirds of the menu price. Some pay full price or more, while a few pay significantly less.
Orman noted that while the restaurant typically earns less than full price on these nights, the promotion—launched in December—has increased both traffic and revenue on Tuesdays.
Broader Industry Context
The National Restaurant Association reports that nearly three out of four meals served by U.S. restaurants are now takeout orders. A YouGov report from October found that 37% of U.S. diners said they were dining out less often than a year earlier, citing rising prices and a desire to save as the top reasons.
L'Oca d'Oro's decision reflects a broader industry trend of reduced in-restaurant dining.
Co-owner Fiore Tedesco III: "I feel really confident and I feel lighter and more loving in practicing the spirit of leaning that other way, of saying, no, the lesson here is this is for everybody."
The Value of the "Third Space"
Princeton anthropology professor Hanna Garth noted that restaurants serve as "third spaces"—places outside home and work where incidental social interactions foster community connections.