A bar in Brooklyn has hit upon a provocative way to draw attention to the gender pay disparity in the US.
The owner of Way Station, a bar in the Prospects Heights neighbourhood, began charging women just 77% of their bar tab on 7 July in an attempt to even the playing field for both genders.
He hit upon the number which is what women in the US earn compared to men -- 77 to 78 cents for every dollar that men earn.
According to the US census bureau, in 2013, women were making around $10,800 (₤7,000) less than men in a year, translating to 78 cents for every dollar a man earns.
"I have three sisters. The majority of my staff and friends are women," Andy Heidel, owner of The Way Station, said. "I thought this would be a great way to even the playing field even if it was for one night only."
On 7 July, the night of the deal, the bar began filling fast from 6pm and was full five hours later with barely any standing room left.
When he realised that he might have to turn people away, Heidel asked 706 Bar across the street, if they would join the cause.
The price cut invited a mixed response. Young women looking to join the police force or retail business welcomed it as drawing attention to a wrong that needs to be fixed.
"My male coworker works less than me gets paid more than me," said Cheyenne, who works in retail and is studying fashion merchandising at LIM College. "The other day, we were talking about pay and wages and he told me he gets paid more than me."
The pay drops further with colour. Black women earn 64 cents for every dollar earned by men, notes The Guardian.
Even the US women's soccer team that won the Women's World Cup this weekend is paid less than their male counterparts.
But not all are buying the argument. Some say the seeming disparity is because of the vastly differing fields men and women opt for.
Wages are naturally high in computer science and engineering careers opted by men as against social work, arts and healthcare chosen by women.
Heidel may be a bar owner but he has done his research. He dismisses the claim. "The stats I have researched are based on same jobs held by women and men. I'm sure if you took national average, all the male CEOs would skew the numbers even more."
Finally, to the men who feel persecuted by the price discrimination, Heidel says: "Good riddance."