"We can get 20 more beers out of a keg that way," says Archie Gleason, director of marketing for the franchisee, RMD Corp.
Jason Alstrom, who founded the magazine BeerAdvocate last year, calls it the "Less for More" phenomenon. "It's happening everywhere," he says. He is urging readers and users of his Web site, www.beeradvocate.com, to "raise a fist and refuse to pay" when served a skimpy pint.
Beer drinkers feeling shortchanged can take immediate action: They can ask for a "top-off" after the foam on the profit pour settles.