As consumers face increasing gas prices, companies are using innovative discounts to entice customers. The founder of Sandwell, a New York City-based sandwich chain, introduced a promotion called "flip for fifty" where customers can flip a coin at the register and receive 50 percent off their order. The promotion can only be claimed in person, and this strategy has been successful in attracting price-conscious consumers. Meanwhile, Aaron Giles, founder and managing partner of Agile Consulting Group, partners with industry groups representing the types of businesses he sees as ideal clients and offers discounts directly to them.