There's so much to love about this story in The Guardian.
The One Stop Thali Cafe in Bristol has been selling these Mumbai tiffin carriers to their regulars - so they can get takeaways from the restaurant using them. They're £20 each (inc your first meal) and they've sold about 1,500 in the last 18 months.
This is genius. In one fell swoop they've:
1. created genuine differentation for the business
2. done something environmentally responsible
3. made a little bit of extra money
4. tied their customers a little closer to their business
5. won themselves some interesting PR
6. actually improved their service (tiffin carriers keep the food hotter for longer)
And they've done it in a way that's:
1. entirely authentic to their business and its heritage
2. incredibly simple and charming (not some fiddly promotional thing with forms and vouchers)
3. generous and open - you can use your tiffin carrier at any restaurant
Brilliant.