Operating a coffee shop on a pay-what-you-want basis was so unusual that people started flocking to it. Encouraged, Cerreta decided to expand beyond sandwiches and started offering one dish cooked with fresh, local produce every day. At first, the news about the restaurant spread by word of mouth, and then in September 2003 the Associated Press wrote a news story that started, “Salt Lake City’s One World Café breaks two of the most fundamental rules of the restaurant business: It has no menu and no prices.” (via Her Restaurant Breaks All the Rules, and Thrives | Health, Beauty, Fashion, Love, Careers and more - MORE Magazine)