A swanky new San Francisco restaurant is booked to capacity - but missing your reservation will cost you a staggering $75 per person.
JouJou opened in the coastal city's Design District in early March to significant fanfare.
The luxurious restaurant has romantic lighting and deep booths meant to spark conversation.
With a dinner menu ranging from $13 ice cream to $125 for two ounces of caviar, diners are fighting tooth and nail for a prime-time dinner spot inside the restaurant.
However, if you happen to miss your reservation, you'd better hope your party size was small, as it will cost you $75 per person to cancel with less than 24 hours' notice, the restaurant said.
The restaurant does give a 15-minute grace period but after that, diners who do show up may find themselves waiting for a table.
And if you do make your reservation on time, make sure you've read up on the dress code beforehand, as 'athleisure, muscle tees, excessively casual footwear, and attire with offensive content' are not allowed, it said.
Although cancellation and no-show fees are commonplace at the hottest restaurants in big cities, including the Bay Area, JouJou's $75 is on the high end, according to SF Gate.
San Francisco's new hotspot, JouJou, is turning heads with its $75 per person cancellation fee, but it's still not deterring diners
Diners are warned before making the reservation that there is a cancellation fee
Cancellation fees range from $35 and $75 nowadays, with some restaurants even expanding the window to 48 hours, the outlet said.
Colleen Booth co-owns the restaurant and is behind Lazy Bear, a restaurant with two Michelin stars. She told SF Gate that she's seen her other restaurants see no-shows, which costs the establishment money to keep those tables open.
Booth said $75 is less than the average guest check. Ultimately, the fee price came down to making diners feel a little obligated to attend their reservation instead of skipping, she told the outlet.
'We truly want to do the best we can to show all of our guests a great time, and we find it wildly helpful to know that you are coming in,' she said.
'Would you not update your RSVP to a dear friend’s dinner party if your plans changed?'
Booth said no-shows are the 'biggest pain point' for restaurants, as they turn away 'dozens of people for that table' that would have otherwise been able to sit there.
'How are we going to recoup that money? We are preparing for you,' she told the outlet.
And despite complaints about the price, Booth said the high fee isn't going anywhere, as it has yet to stop people.
JouJou's co-owner Colleen Booth said the restaurant's high $75 per person cancellation fee was fair
Booth said $75 is less than the average guest check and the penalty is high enough for someone to consider not skipping the reservation
San Francisco residents are eager to try the new restaurant, which opened in March
The menu runs from $13 ice cream to $125 caviar
'If anything, I’m only getting more data to make it even stricter,' she said.
The restaurant allows diners to reserve a spot on Tock, a reservation site. It allows diners to book up to a month in advance and informs them of the cancellation fee prior to booking it.
The Daily Mail has contacted JouJou for comment.