1. Costs and expenses
2. Pricing objectives
3. Products
(1) Benefits of catering products
(2) Composition of catering products
4. Level
raw material
6. Technology
7. Human resources
8. Management level
9. The image of catering enterprises
(1) restaurant image
(2) the image of catering products
(3) service image
(B) external factors affecting the pricing of catering products
1. Market demand
(1) negative demand.
(2) no demand.
(3) Potential demand.
(4) Demand drops.
(5) Irregular demand.
(6) The demand is saturated.
(7) The demand is supersaturated.
(8) Unhealthy demand.
2. Competitive factors
(1) Market positioning of catering enterprises.
(2) The grade of catering products.
(3) Price sensitivity of catering products.
3. Market development
4. Environment
5. The living standard of people in this area
6. Climate
7. Consumer psychological price (1) The pricing target oriented to capital preservation
In the case of sluggish market or fierce competition, many catering enterprises only seek to break even when pricing in order to survive, and then raise prices after the market demand picks up or the enterprises have a certain popularity. In addition, some enterprise groups or companies set up a catering enterprise to facilitate the reception of customers coming and going. This kind of catering enterprise usually takes the capital preservation as the pricing goal.
When the operating income of a catering enterprise is equal to the sum of fixed cost, variable cost and business tax, the enterprise can break even. The operating income of the break-even point of catering enterprises is equal to the fixed cost divided by the contribution rate (the contribution rate is 1- variable cost rate-business tax rate), and the formula is:
Break-even point operating income = fixed cost ÷( 1- variable cost rate-business tax rate)
The fixed costs of catering enterprises include rent, water and electricity costs, human resources costs, consumption of wine and tea sets, management costs, financial costs and so on.
The variable cost of catering enterprises generally refers to the cost of catering raw materials, and some enterprises also include fuel costs. The average variable cost rate of catering enterprises is generally between 40% and 60%, which is mainly determined according to the level of catering enterprises or the star rating of hotels.
The business tax rate of catering enterprises is fixed, generally 5%.
(B) profit-oriented pricing objectives
1. Target rate of return
According to the target rate of return, it is the most common profit-oriented pricing target. This goal can be to obtain a certain proportion of turnover, a certain return on investment and a certain profit.
Catering enterprises to achieve certain profit targets, its operating income can be expressed as:
Operating income = (fixed cost+profit target) ÷( 1- variable cost rate-business tax rate)
Pursue the highest profit
Most catering enterprises adopt the pricing goal of pursuing the highest profit. It is worth noting that the pursuit of profit maximization does not mean that the price of catering products is the highest, but the pursuit of long-term total profit maximization. In order to achieve this goal, catering enterprises may adopt the pricing strategy of low price and small profits to win more consumers in a short time, or sacrifice local profits, such as the purchase price of drinks or launch some special dishes, in order to strive for the highest profit of the whole enterprise.
3. Get a satisfactory profit
Some catering enterprises aim at making profits that satisfy the owners (investors). This kind of enterprise stipulates the profit amount or profit growth rate to be realized in a certain period of time (usually one year) in the future to ensure the long-term survival and development of the enterprise. In addition, many catering enterprises think it is difficult to accurately estimate whether the enterprise can achieve the goal of the highest profit, so they also take the satisfactory profit as the pricing goal.
(3) Turnover-oriented pricing target
1. Increase operating income
Most catering enterprises think that the increase of turnover means the increase of profit. However, if inflation is serious, energy shortage or food and beverage raw materials are lacking, it will lead to the increase of production and sales costs and expenses. Even if the turnover increases, it may not necessarily increase the profit. Therefore, although some enterprises still aim at increasing turnover, they also aim at profit.
2. Maintain the original market
Today, with the increasingly fierce competition in the catering industry, many catering enterprises adopt various methods to maintain their original tourist market and take this as their pricing target. These catering enterprises have regular customers and provide them with delicious catering products to keep their turnover level commensurate with their scale and reputation.
3. Open up new tourism markets
As far-sighted catering enterprises, they often adopt various methods to open up new tourism markets. When the original market is saturated, it is easy to succeed by choosing a new target market according to the specific situation of enterprises and determining the pricing strategy according to their consumption level.
(D) competition-oriented pricing objectives
Under the condition of market economy, competition is inevitable. When catering enterprises face competition, they usually adopt competition-oriented pricing objectives. Competition-oriented pricing target refers to a pricing target adopted by catering enterprises to cope with or avoid competition, mainly in the following two situations.
1. Deal with or avoid competition
A considerable number of catering enterprises mainly set product prices according to the prices of competitors who have a decisive influence on the market. In general, consumers are more sensitive to price. Therefore, the prices of catering products of these enterprises are not necessarily the same as those of their competitors, but they will set prices slightly lower or higher than those of their competitors according to their own specific conditions. When the cost, expenses or consumer demand changes, if the price of competitors' catering products remains unchanged, these enterprises will maintain the original price, but if competitors make a decision to change the price, they will adjust the price accordingly to cope with the competition.
2. Non-price competition
Some well-known catering enterprises usually take non-price competition as their pricing target. These enterprises emphasize that the prosperity of enterprises depends on the quality of dishes and services and the brand of enterprises, and do not compete with competitors for price. Enterprises that adopt this pricing target are actually the best in the catering industry. Their products have been recognized by consumers and cultivated a group of loyal consumers. Food cost is the basis of determining the price of dishes, and the accuracy of food cost accounting directly affects the economic benefits of catering enterprises.
(1) Cost accounting of main ingredients and ingredients
Various raw materials used by catering enterprises, many fresh varieties need preliminary processing before cooking. Food raw materials before primary processing are generally called wool, and those after primary processing such as slaughter, cutting, disassembly, cleaning and puffing are called clean materials. After the primary processing of raw materials, there are great differences between clean materials and wool materials not only in weight, but also in price and grade.
In order to facilitate the measurement and determine the quota and price of raw materials for dishes or snacks, many star-rated hotels and catering enterprises now use net material cost to calculate food costs.
1. The concept of net material rate
The net material rate refers to the ratio of the weight of the usable part of food raw materials after preliminary processing to the total weight of raw materials before processing. It is an index indicating the utilization degree of raw materials, and its calculation formula is:
Net material rate = weight of available raw materials after processing ÷ total weight of raw materials before processing × 100%.
In fact, under the condition that the quality of raw materials is certain and the processing method and technical level are certain, the weight change of food raw materials before and after processing has certain rules to follow. Therefore, the net material rate plays a great practical role in cost accounting, analysis of the utilization rate of food raw materials, procurement and inventory quantity.
2. Net material cost accounting
According to the specific situation of raw materials, the accounting of net material cost can be divided into one file for one material and multiple files for one material.
(1) net material cost accounting for one material and one file.
One material and one file means that after the initial processing, only one clean material is obtained, and there is no leftover material for pricing. The net material cost accounting formula for one material and one file is:
Net material cost = total material purchase price ÷ net material total weight
If after preliminary processing, raw materials are not only clean, but also available scraps, then when calculating the cost of clean materials, the value of scraps should be subtracted from the total value of raw materials, and the calculation formula is as follows:
Net material cost = (total purchase price-surplus value) ÷ total weight of net materials.
(2) Net material cost accounting for one material and multiple files.
Multi-grade of one material means that wool gets more than one kind of clean material after primary processing. In order to correctly calculate the cost of each cleaning material, the unit price of each cleaning material should be calculated separately. The unit price of each grade of net material can be determined according to their own quality and the specifications of dishes using net material, and then calculated. Its calculation formula is:
The net material cost of this file = (total wool purchase price-sum of other net materials in the total wool value) ÷ the total net material weight of this file.
3. Cost coefficient
Because food raw materials are mostly agricultural and sideline products, they are regional, seasonal and timely, and the prices of raw materials change greatly. Every time the price of raw materials is different, the net material cost will also change. In order to avoid different purchase prices, it is necessary to calculate the net material cost item by item, and catering enterprises can adjust the net material cost by using the "cost coefficient". The cost coefficient refers to the ratio of the net material unit cost to the wool material unit cost obtained after the preliminary processing or cutting and cooking experiments of a certain food raw material, which is expressed by the formula as follows:
Cost coefficient = net material unit cost ÷ gross material unit cost
The unit of cost coefficient is not the amount, but a calculation coefficient, which is suitable for recalculating the net material cost when the market price of some food raw materials rises or falls, so as to adjust the price of dishes. The calculation method is:
Net material cost = cost coefficient × new purchase price of raw materials
(2) Accounting of condiment cost
1. Accounting of condiment cost of single product
The condiment cost of single product is also called single cost, and the condiment cost of most single cooked and hot dishes in catering enterprises belongs to this category. When calculating the cost of this kind of condiment, we should first estimate the dosage of different condiments; Then calculate the amount according to the purchase price; The last one is added one by one. Its calculation formula is:
Single condiment cost = single condiment cost (1)+ single condiment cost (2 )+...+ single condiment cost (n).
2. Calculate the average condiment cost of batch products.
Average condiment cost, also known as comprehensive cost, refers to the unit condiment cost of mass-produced vegetables or snacks, and the condiment cost of dim sum products and halogen products of catering enterprises all belong to this category. When calculating the cost of this kind of condiment, we should first calculate the amount and cost of various condiments in the whole batch of products, just like the cost accounting of single condiment. Because the condiment consumption of batch products is large, the statistics of condiment consumption should be as comprehensive as possible to accurately calculate the condiment cost and ensure the product quality. Then divide the total cost of condiments by the total weight of batch products to calculate the condiment cost per unit product, which is expressed by the formula:
Average condiment cost of batch products = total condiment cost consumed by batch products ÷ Total quantity of batch products There are many pricing methods for catering products of foreign-related hotels and catering enterprises, and they are different. Each pricing method has its own advantages and disadvantages. Hotels and catering enterprises should flexibly choose pricing methods according to their own specific conditions and different product categories.
(A) gross sales margin method
Sales gross margin method is a pricing method to calculate the sales price of catering products according to the standard cost and sales gross margin of catering products. The calculation formula can be deduced as follows:
Let p be the sales price; C is the cost of raw materials; M is gross profit; R is the gross profit margin of sales.
Since sales gross profit margin = gross profit ÷ sales price × 100%, gross profit is the product of sales price and sales gross profit margin:
M=Pr ( 1)
And the price of catering products = raw material cost+gross profit, namely:
P=C+M (2)
Substituting (1) into (2) gives:
P=C+Pr, after moving this item:
C=P( 1-r), after moving this item again, we get:
P=C÷( 1-r), that is, sales price = raw material cost ÷( 1- sales gross margin).
(2) Cost gross margin method
Cost gross margin method is a pricing method to calculate the sales price of catering products according to the standard cost and cost gross margin of catering products. The calculation formula can be deduced as follows:
Let p be the sales price; C is the cost of raw materials; M is gross profit; R is the cost gross margin.
Since the cost gross profit margin = gross profit ÷ raw material cost × 100%, gross profit is the product of raw material cost and cost gross profit margin:
M=Cr ( 1)
And the price of catering products = raw material cost+gross profit, namely:
P=C+M (2)
Substituting (1) into (2) gives:
P=C+Cr, after moving this item:
P=C( 1+r), that is, sales price = raw material cost ×( 1+ cost gross margin) (1) psychological pricing strategy.
1. mantissa pricing strategy
(1) The mantissa of catering products should be odd.
(2) The price mantissa of catering products should be 6, 8 and other auspicious numbers.
(3) Pay attention to the first digit when pricing.
(4) Try to control the price within a certain range.
(5) the price should not be adjusted frequently
2. Integer pricing strategy
When buying a commodity, the average consumer does not know the manufacturing technology or cooking skills of the commodity, and of course it is not necessary to know. But many consumers have the value concept of "one thing, one price". Therefore, when setting the price of catering products, catering enterprises should adjust the product price to an integer near the value utility number, so that consumers can easily accept and choose.
3. Prestige pricing strategy
Consumers usually regard price as a sign of product quality. The high-grade catering products of well-known catering enterprises or ordinary catering enterprises should be appropriately raised in pricing, which can not only improve the value of their catering products, but also set off the identity, status and consumption power of consumers and give them great psychological satisfaction.
(B) discount pricing strategy
1. Quantity discount
(1) Non-cumulative discount
(2) Cumulative discount
1) Cumulative discount on consumption amount
2) Cumulative discount of consumption times
2. Cash discount
One of the characteristics of catering business is that catering consumption is limited by meal time. Therefore, in order to expand catering sales, catering enterprises usually give discounts to consumers during off-peak business hours, which is especially common in cafes and bars of star-rated hotels.
3. physical discount
In order to encourage customers to consume their own catering products in large quantities, catering enterprises can give consumers physical stimulation and obtain better results, such as sending refreshments, drinks, fruits or souvenirs to dining guests. Physical discount is attractive to old customers and new customers with consumption potential. For example, catering enterprises give chopsticks, China snacks and local souvenirs to foreign guests who come to eat; Another example is that catering enterprises present dishes, refreshments, fruits and souvenirs to domestic catering consumers; Send homemade chocolates to guests in western restaurants such as high-star hotels.
4. Promotion allowance
In order to encourage customers to attract customers for catering enterprises, some catering enterprises will give promotional allowances to these customers who have contributed to the enterprise. The promotion allowance can be cash or food and beverage vouchers for enterprises.
In order to encourage employees to sell catering products to diners, some catering enterprises have also formulated some incentive measures, such as giving certain sales subsidies to employees who sell well in their daily work.
(C) Bidding pricing strategy
This is the price strategy formulated by catering enterprises to promote sales, including strategies such as attracting losses and special prices.
1. Loss solicitation strategy
Losing money means that catering enterprises sell some catering products at low prices. Enterprises set the price of one or more catering products to be particularly low, even lower than the cost, so as to attract consumers at low prices and leave consumers with a cheap impression. Enterprises adopting this pricing strategy attract consumers to buy cheap catering products while stimulating consumers to buy or consume other catering products with normal pricing. It seems unprofitable for catering enterprises to sell these cheap catering products, but generally speaking, consumers will inevitably consume other catering products. Catering enterprises can not only recover the profit loss of these loss-making products, but also improve the total operating income and profits.
2. Special price solicitation strategy
In some festivals or off-seasons, catering enterprises reduce the prices of certain catering products in order to attract more consumers. This is a pricing strategy adopted by many catering enterprises in the early stage. For example, in the off-season, a catering enterprise introduces one-yuan perch or one-and-a-half-catty new prawn to attract customers' consumption. When catering enterprises adopt this strategy, they should cooperate with corresponding advertising activities to reduce food costs and increase profits by increasing the total sales of catering products.
(D) New product pricing strategy
The catering industry is a non-patented industry, and any kind of catering products will soon make catering enterprises lose their advantages. Therefore, catering enterprises must consider the product life cycle when pricing new products. If the life cycle of new products is short, high-priced strategy can be adopted to increase the profits of enterprises, but it is easy to cause competitors to join; If the life cycle of new products is long, we can adopt the low-price strategy, that is, the strategy of penetrating the market, adhere to the principle of small profits but quick turnover, and avoid competitors from joining. The pricing strategy of new products has the following three forms:
1. skimming pricing strategy
Skimming means skimming the cream from the milk. Skimming pricing strategy means that catering enterprises adopt the strategy of setting high prices when new products are just launched, so that enterprises can make profits quickly, because consumers always have a consumption psychology of seeking novelty for new products, and they are willing to pay higher prices to taste them first. When competitors launch the same products, enterprises immediately reduce prices to attract more price-sensitive consumers and meet the challenges of competitors.
2. Penetration pricing strategy
Contrary to skimming pricing strategy, penetration pricing strategy refers to the strategy of catering enterprises to put innovative catering products on the market at a lower price. In order to quickly occupy the market, increase the sales volume of this product and stimulate the sales of other products, catering enterprises set the product price lower, so that enterprises can obtain better economic benefits as soon as possible.
3. Satisfied price strategy
This is a compromise pricing strategy between skimming pricing strategy and penetrating pricing strategy. It draws lessons from the advantages of the above two pricing strategies, and adopts the moderate level between the two prices to determine the price of innovative products, which can not only ensure that catering enterprises can obtain reasonable profits, but also be accepted by consumers, thus making both sides satisfied. At the same time, catering enterprises can also determine the price of products according to market demand, fierce market competition, novelty of products and their own strength (such as popularity and reputation).