Diners Slam Restaurant For Using ‘Skinny’ Test To Decide Who Pays Less
As the discussion continues, many are asking: Should any discount come at the cost of dignity?
Everyone enjoys a good deal when dining out.
Whether it’s a happy hour special, a 2-for-1 promotion, or a cheeky student discount, saving a little money can make a meal out feel even more satisfying.
But one restaurant has stirred up major controversy by introducing a discount system that many say crosses the line.
The eatery in question, located in Thailand, has implemented what it calls a “skinny” test — a method used to determine how much of a discount a diner receives based on their body size.
Critics are calling it blatant fat-shaming.
At the center of the backlash is Chiang Mai Breakfast World, a café in the city of Chiang Mai. The restaurant has set up a row of multicolored bars, each with a narrow opening. According to the system, the slimmer the gap a customer can squeeze through, the bigger the discount they receive on their meal.
As shown in an Instagram video shared by travel influencers Amina (@amonthego) and Alex (@alexwandersyt), customers are invited to walk up to the bars and test their ability to fit through the increasingly tighter spaces. The widths are labeled with different discount amounts, effectively turning body size into a form of coupon eligibility.
The video quickly gained traction, sparking debate across social media, with many users criticizing the promotion as offensive and exclusionary. Others argued it was simply a marketing stunt gone too far.
Regardless of intent, the “skinny discount” concept has ignited conversations around body image, inclusivity, and the responsibilities businesses have when promoting offers that may affect customer self-esteem.
As the discussion continues, many are asking: Should any discount come at the cost of dignity?
As the discussion continues, many are asking: should any discount come at the cost of dignity?
Instagram/@amonthego15There are five total categories, with the first and widest gap labeled “FULL PRICE SORRY.”
The second opening offers a modest 5% discount, while the third provides 10% off the bill. The fourth category challenges diners to fit through an even narrower space in order to claim a 15% discount.
Finally, the fifth and smallest gap rewards those “skinny” enough to pass through with a generous 20% off their meal.
Ethical Considerations
Dr. Brené Brown, a renowned researcher on vulnerability and shame, emphasizes the importance of dignity in social interactions. She highlights that discount systems based on physical appearance can lead to feelings of worthlessness and shame, which can significantly impact mental health.
According to Brown, fostering an environment that values each individual's inherent worth is crucial. Restaurants should consider implementing inclusive pricing strategies that celebrate diversity rather than diminishing it, ensuring all customers feel respected and valued.
What discount would you get?
Instagram/@amonthego15
One person said, "We need this across all places."
Footage shared by Amina and Alex captures a male diner trying to squeeze himself through the narrow 15% discount gap, while his friends laugh in the background.
"You need some butter," one onlooker jokes from the sidelines.
Unable to fit through, the diner then attempts the 10% discount slot, only to be blocked again.
Eventually, he manages to wedge himself into the 5% discount space, shrugging it off with a smile and saying, "It’s better than nothing, I suppose."
In a follow-up video, a woman is seen successfully slipping through the 15% gap not once, but twice, as one of her friends quips, "I didn’t think your boobs were gonna get through there."
The videos have since gone viral, sparking heated debate across social media. Many users have slammed the restaurant’s unusual discount policy as offensive and exclusionary.
"Wouldn’t eat there. That’s really discriminating," one Instagram user wrote.
A second added, "This is so wrong."
"What’s wrong with you? This can promote eating disorders. Let people enjoy their food and have a healthy weight," argued a third, while a fourth called it out as "so ridiculously rude and disrespectful."
Not everyone, however, took issue with the concept. Some users found it amusing, with one commenting, "We need this across all places."
Experts in consumer behavior, such as Dr. Dan Ariely, explain that pricing strategies can heavily influence perceptions of value and fairness. In his research, Ariely notes that when discounts are linked to arbitrary criteria, it can create resentment among customers.
He suggests that restaurants should instead focus on offering universal discounts that apply to everyone, regardless of appearance. This not only enhances customer satisfaction but also fosters a more inclusive atmosphere, ultimately benefiting the restaurant's reputation and customer loyalty.
Solutions & Coping Strategies
The controversy surrounding the 'skinny' discount system highlights the need for businesses to consider the ethical implications of their pricing strategies. As noted by various experts in psychology and consumer behavior, creating an inclusive environment is essential for fostering customer loyalty and satisfaction.
By adopting equitable pricing practices that honor the dignity of all customers, restaurants can enhance their brand image and attract a more diverse clientele. Ultimately, prioritizing respect and inclusivity will yield long-term benefits for both businesses and their patrons.
