The restaurant menu pricing should take into account many factors such as cost and profit, as well as market competition and customers' consumption power. Therefore, the restaurant menu pricing should be prudent and flexible. According to different guiding ideology, restaurant menu pricing has three strategies: cost-oriented pricing, competition-oriented pricing and demand-oriented pricing. Cost-oriented pricing, based on accounting costs, sets the selling price of dishes. Competition-oriented pricing is based on the competition target and the price of similar dishes in the same or adjacent hotels, and is adjusted with the change of competition. Demand-oriented pricing is a new pricing strategy to determine the price of dishes according to the characteristics of consumer demand and the price psychology of diners. There are mainly the following methods for menu pricing:

1. Reference pricing method

This is a more convenient and simple method, that is, we plan to determine the menu price of our restaurant according to the menu price of similar scale and grade, and there is little difference between them. Using this method, we should choose the successful menu as the basis and avoid taking the unsuccessful pricing of others as the reference.

second, coefficient pricing method

the selling price of dishes is the cost of raw materials multiplied by the pricing coefficient. The pricing coefficient here is the reciprocal of the planned dish cost rate; If the operator plans that the cost of his own dishes is 41%, then the pricing coefficient is 1/41%, which is 2.5. This method is an empirical method based on cost, which is relatively simple to use. It is necessary to prevent over-reliance on one's own experience, and to plan comprehensively and fully, leaving room.

third, according to the gross profit margin pricing method

dish price = dish cost/(1-deducted gross profit margin). The dish cost here refers to the sum of the cost of the main ingredients, ingredients and seasonings of the dish. Gross profit margin is usually set by the competent department and the hotel. This calculation method is also relatively simple, but it is more troublesome to accurately calculate the cost of each dish. Because the same gross profit margin is added to each dish when pricing, the high-cost dishes are more expensive, while the low-cost dishes are relatively cheaper. A menu should be properly balanced to facilitate sales.

Fourth, the main cost pricing method

Taking the raw materials and direct labor costs of dishes as the basis for pricing, and finding out other costs and profit rates from the "overflow loss table", the selling price can be calculated:

The selling price of dishes = (raw material cost of dishes+direct labor cost)/1-(non-raw materials and direct labor cost rate+profit rate

The main cost rate method is also cost-centered.

v. comprehensive analysis pricing method of cost, quantity and profit

comprehensive analysis pricing method of cost, quantity and profit is based on the cost, sales situation and profit requirements of dishes. The other is to classify all the dishes on the menu according to their sales and costs. Every dish can always be classified into one of four categories: high sales volume and high cost; High sales volume and low cost; Low sales volume and high cost; Low sales volume and low cost

When considering the gross profit, add some gross profit to the first and fourth categories of dishes, while add higher gross profit to the third category and lower gross profit to the second category, and then calculate the price of menu items according to the gross profit method.

This method comprehensively considers the relationship between the customer's demand (expressed as sales volume) and the catering cost and profit, and according to the fact that the greater the cost, the greater the gross profit should be; The greater the sales volume, the smaller the gross profit can be. When pricing, some take low gross profit margin, some take high gross profit margin, and some take moderate gross profit margin. After comprehensive consideration of various factors, it is more reasonable to price the menu, which makes the operation more likely to benefit.

Read more relevant knowledge and return to the list of

Kitchen Administration

columns.