Paying Is Voluntary at This Selfie-Friendly Store

Excerpt from this article:

First there was self-checkout. Then Amazon’s cashier-free Go stores. Now there’s pay when you feel like it — we trust you.

At Drug Store, a narrow, black-and-white-tiled store that opened Wednesday in Manhattan’s Tribeca neighborhood, there is no cashier or checkout counter. Anyone can walk in, grab a $10.83 activated-charcoal drink and leave.

But the beverages, typically sold online by the case by Dirty Lemon, a start-up that runs the store, are not free. Dirty Lemon has made a bet that customers will pay the same way they order its pricey lemon-flavored drinks for home delivery: by sending the company a text message.