How should restaurants price their dishes

The market orientation of restaurants determines that the main way for restaurants to make profits is to increase sales, and one of the key factors to increase sales is to have a correct price strategy.

under the influence of price factors, three pricing strategies have been formed in actual operation:

1. Cost-centered pricing strategy

that is, the selling price of food and beverage is determined according to the cost. This cost-centered pricing strategy often uses two different methods:

1. cost-based pricing. That is, pricing by cost plus a certain percentage, which is the simplest method.

2. Target rate of return pricing method. That is to say, first set a target rate of return as the standard for approving the price, and then calculate the target profit rate and profit target amount according to the target rate of return. When the expected sales volume is reached, the predetermined revenue target can be achieved.

The price set according to the cost is the price that the restaurant must reach in order to operate, and it is the critical store for the restaurant to make a profit. If it is lower than this price, it will lose money. On the other hand, using the cost-centered pricing strategy can not fully reflect the operating effect of food and beverage outlets because it only considers the unilateral factors of cost and ignores the market demand and consumers' psychology. Sometimes it will cause, can make money. The result of not earning the money you should earn. So this pricing strategy is a basic pricing strategy.

second, the demand-centered pricing strategy

this is a strategy to determine the price according to the degree of consumers' understanding and demand for the value of goods. There are also two different pricing methods for this strategy:

1. Understand the price pricing method. The quality, function, service, advertising and other "non-price factors" of the food and beverage provided by the restaurant make the guests form an idea about the products of the restaurant, and according to this idea, formulate the corresponding price that conforms to the values of consumers.

2. differentiated demand pricing method. When pricing food and beverage outlets, different customers, different places, different time, different consumption levels and ways are used to differentiate pricing. This pricing strategy is easy to win the trust of customers, but it is not easy to master it well, and it is difficult to grasp the discretion.

the demand-centered pricing strategy is to set the price according to the market demand. If the cost-centered pricing strategy determines the lowest price of catering products, the demand-centered top = pricing strategy determines the highest price of catering products. In the actual business activities, according to the market situation, we can adopt the high-price strategy of winning with high quality and high price respectively; We can also adopt the low-price strategy of small profits but quick turnover to expand the market and increase the market share; And the flexible preferential price strategy; Give certain discounts to the guests, strive for higher sales and promote the effect of food and beverage in this restaurant.

3. Competition-centered pricing strategy

This is a pricing strategy based on the selling price in competition. When setting the menu price, it can be higher or lower than the competitor's pricing, which depends entirely on your purpose. This competition-centered pricing strategy includes the pricing strategy that peer prices determine their own prices, so as to get reasonable income and avoid risks, the pricing strategy of "taking a handful and leaving" for the exhibition of new products, and the pricing strategy of "variable cost" adopted because of their strong strength, that is, only considering the cost of raw materials is enough to determine their competitive position in the market.