As the Balkan cities grew in size and became more urbanized, kafana also shifted its focus a bit. Some started serving food and offering other enticements to potential customers since owners now had to compete with other similar establishments around the city. Most bigger towns and cities in this period had a "Gradska kafana" (City kafana) located in or around main square where the most affluent and important individuals of that city would come to see and be seen. Prices in this particular kafana would usually be higher compared to others around the city that didn't enjoy the privilege of such an exclusive location.