This custom has grown up, for either the person whose birthday it is, or a friend, to suggest that a bunch of people get together to celebrate "Kim's" birthday at a nice restaurant. That's generally the signal that everyone will pay his or her own tab, plus contribute to Kim's dinner check, PLUS provide a nice little gift for Kim.
If you don't want to participate in this nonsense, you'll have to think up a very plausible reason for not joining the party. And don't expect anybody to organize a similar birthday celebration for you when your birthday rolls around.
To answer your question: If you invite people to a restaurant to help celebrate your birthday, you really should be prepared to pay for everyone's meals. Some of your guests may go hog-wild with steak dinners and two desserts, but that's the way the cookie crumbles.
Just so your invitations don't get confused with the situation described above, where everyone pays his own tab, contributes to the birthday person's meal, and brings a gift as well, make it clear when you invite people that it's entirely your treat. Don't even mention gifts. They may be nice enough to bring you a gift, but they're not obliged to do so.