What is restaurant marginality? How do restaurants make money? List of the most profitable meals and drinks

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The raw set of a particular dish is taken from the recipe book, in which the following data is shown for each dish:

The name of the products from which the dish is prepared (portion);

Raw material investment rate by gross weight;

Investment rate by net weight;

The yield is the mass of an individual portion (dish) as a whole.

The selling price of one dish is established by dividing the selling value of the raw set of dishes (portions) by 100.

Here is an example of filling out a calculation card (sample 3).

Calculation cards are registered in a special register after they are signed by persons who are responsible for the correctness of the setting of sales prices.

The sales prices for dishes and products calculated in this way must be compared with the previously valid prices for the same dishes and the reasons for possible deviations must be carefully analyzed.

It should be noted that the prices for side dishes and sauces are also calculated in ...

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Rada Simbireva Sage (13983) 6 years ago

In order to evaluate a dish, you first need to draw up a technological map for this dish. The card includes: a set of raw foods with weight in grams. The cooking process is briefly described. at the end, the output of finished products (i.e. weight) is indicated. Based on the cost of ingredients, taking into account delivery and all overheads associated with storage, salaries, etc. (as a rule, this is somewhere around 30-35% of the purchase price), you determine the cost of 1 serving. But then you wind up your interest on the cost price, which will be a net profit. The price of the dish should be reasonable, not exorbitant, but not low, otherwise you will not cover the costs for cooking and vacation. the waiter's salary and your salary. Ask how much a similar dish costs from competitors and make your price the same or slightly lower. Much still depends on the class of the catering outlet (bar, cafe, restaurant). Extra charge from ...

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In essence, the OP markup is made on a raw material set (or rather, on the cost of a raw material set)
And then the creativity associated with the possibility of sale begins.

Example 1. We wish to have a sandwich with black caviar in the menu. Of course, it is possible to mark up 100% or more on caviar, but it is not for sale. But to mark up butter and bread at 200-300% - it will work
Example 2. We wish to have steaks (ordered dish) and beef cutlets (set lunch) on the menu. To price the same beef for steak and cutlets is stupid. Consequently, the mark-up will be differentiated by food. Or by types of meat
Example 3. Capitalist adversaries advise to do it easier. There is an acceptable (for the Guest) selling price and there is the cost of a set of raw materials. If the difference covers the costs and provides the required profit, that's wonderful.

Hence an important practical conclusion: if the Owner said to sell at such a price, then do so; if sales fall - then "I told you"
Justification for the conclusion: we are not ...

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The restaurant business seems simple. You buy groceries, cook, sell at a premium. But it only seems to be. The profit of a newly opened establishment, in addition to the quality of the cuisine, depends on many factors: a good location, the quality of the marketer's work, the selection of waiters, the beauty of the decorations, the convenience of the furniture, the cleanliness and atmosphere of the dining room, and dozens of other little things. But still, the proceeds are provided by the dishes and drinks presented in the menu.

They can vary greatly in price, and most importantly, in cost. The higher the price and the lower the cost, the higher the margin of the product. It is high-margin dishes that provide profit to catering establishments at good times and keep them afloat during crises. What are the most marginal dishes and drinks?

In preparing this material, IQ Review journalists did their "homework" and searched open sources. Surprisingly, there is almost nothing on the Internet on this topic, there was only one article slightly touching on the topic. V...

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Olya, good afternoon!
Thank you very much for the site! Found answers to almost all questions.
I plan to open Cooking, with my own kitchen. And I want to know how prices for finished products are calculated and what kind of wrap I can make. I have not found it anywhere ...

Hello, Elena! Prices for ready-made meals in public catering are calculated in calculation cards, which are made for each dish. This card is based on the recipe for the dish. It includes the name of all ingredients, the weight of each (in kg), the price (per kg) and the amount determined by multiplying the weight and the price. The total cost of a dish is determined by adding up all prices. But, there is such a nuance as the method of accounting for goods adopted at the enterprise, that is, you can include in the calculation the cost of products (ingredients) at purchase prices (then the card also indicates the percentage of the margin (it can be almost anything, most often it is set from 100 to 500%) or selling (when prices are included in the card ...

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Boris Akimov Founder of the farm cooperative Lavkalavka

“In April, we finally got a license for alcohol in a restaurant, and decided that here too we need to do everything differently. Not as it is accepted, but as it is more correct. When a bottle arrives at any bar, a margin of 3-4 "ends" is put on it - 300-400%, sometimes a little more, sometimes less. We thought and decided that the very fact that the bottle was opened by the bartender should not be the reason for such a rise in price. It is clear that when they work with food in the kitchen - they prepare it, they cook it for a few hours in suvid, soar and cook, heat the Russian oven for this, a bunch of people can participate in creating a dish - this is one thing. Another thing is when a bottle is uncorked, placed on the table, and because of this it becomes four times more expensive. This is not fair.

So our wine list will be doubly innovative. Firstly, we pour only high-quality Russian alcohol produced in small family farms, which few people do in ...

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In order to stimulate the sale of goods, retailers began to widely use a system of discounts in their activities. Such a decision must be formalized by an appropriate decree or order indicating the conditions for granting discounts, their amounts (percent), the period of application, the name of the goods or group of goods in respect of which the discounts will be applied.

As a rule, widespread in retail trade are discounts provided to customers in case of purchasing goods on certain days of the week, for a large amount or a large number of goods, as well as discounts provided to customers on holidays and holidays.

According to clause 22 P (C) BU No. 9 "Inventories" for accounting of inventories in retail trade (as well as one of the methods for assessing the value of retired goods) is the valuation at sales prices.

At the same time, under the retired goods ...

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The following question arose:

In some areas, there are government decrees on setting the marginal markup at catering enterprises of budgetary institutions, in particular schools, kindergartens, hospitals, etc. For example, in the Leningrad region this is from the beginning of this year 67% for products of our own production and 25% for purchased products. The question is in the pricing methodology. The fact is that prices for products are set at the beginning of the day when drawing up a Plan-menu (form OP-2). At the same time, prices are calculated using calculation cards (form OP-1), applying a margin to the cost of raw materials that does not exceed the maximum allowable.
At the same time, the Costing Card according to any Methodological Recommendations should be recalculated when the composition of the food set of the dish changes, or when their purchase prices change. This is the catch.
If we drew up the Plan-Menu in the morning, having recalculated the calculation cards at the current cost price, then a situation may arise when we need to buy ...

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We carry out pricing
Regardless of what prices the suppliers give, our final price should, above all, satisfy the buyers. Therefore, when carrying out pricing, there are no clearly established premium coefficients. The margin for each type of product varies depending on many conditions.
In the current practice of trade in the retail segment, the following markups are usually applied:

For food - from 10 to 35%

For clothes and shoes - from 40 to 110%

Household and office supplies - from 30 to 60%

For souvenirs, jewelry - 100% and more

For cosmetics - from 30 to 70%

For auto parts - from 30 to 60%
In order to calculate the sales price, we multiply the purchase price by the markup percentage. The resulting value is added to the purchase amount. For example, a supplier brought us a bumper cover for a car for 1940 rubles. We set a 35% mark-up for the final sale.
1940 * 35% = 679
Our selling price ...

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Business question # 46. How to make a markup correctly?

All the questions that sooner or later are asked by almost all novice businessmen and entrepreneurs can be conditionally divided into two large groups. The first group - questions, in one way or another, related to a specific business, area, topic or specificity of the product. The second group is general questions. The answers allow us to solve the most common problems faced by all, without exception, business owners. One of these issues is the setting of prices for goods. But today we won't talk about prices at all. We will touch upon one important stage in the formation of the final cost. So, let's answer a simple, but not always clear question - how to make a markup correctly?

What is the mark-up?

You all probably already know what this concept means. But not every one of you will be able to explain this. For the purposes of general education, we will give a simple and understandable formulation of this term.

The markup is the amount by which the original is increased ...

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The main factors determining the prices of food in restaurants 2

Volume discounts. Discounts depending on the time of purchase. Discount at a certain time of the day - a reduction in the price for buyers who purchase services when the demand for them is the lowest. Restaurants are offered special low rates for early adopters to attract customers before large influx of guests. Unfortunately, the various discounts offered by the company sometimes give negative results. Restaurants usually offer discounts for senior citizens, retirees, trying to encourage this category to visit the restaurant early in the evening, before the influx of customers begins. However, seniors are often reluctant to eat early at a special discounted price as they can use their senior discount and during peak hours.

The term “discriminatory pricing” often evokes an image of discrimination against individuals on the basis of race, religion, gender, or age. Discriminatory price based on sex ratio served ...

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Menu compilation, layouts

The average mark-up for dishes in the democratic segment of public catering is 200-250 percent. Cafes and restaurants tend to mark-ups of 300 (and above) percent - this mark-up allows you to make a profitable restaurant business.

If the margin in your establishment is lower, analyze what is wrong with the calculation for the dishes.

When drawing up a menu, many approach the issue of pricing exclusively empirically - they set a price that seems digestible to them, and then calculate exactly how much interest it turned out to be.

The other extreme is to add a 300 percent mark-up to each dish by all means. Hence the absurd amounts (378 rubles 50 kopecks, etc.).

Pricing is more a matter of mathematics than empiricism. Go to it right with a calculator. Then round the resulting value up, compare it with competitors' proposals and adjust, but not much ...

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In some areas of business, the markup can exceed the cost of the product hundreds of times. But buyers are still there. The reason for this may be the unavailability of an alternative or the skillful work of marketers. "Secret" found out where a mark-up of several thousand percent is the norm.

Fashion industry

Business Insider magazine conducted its own research and identified 37 products with incredibly high markups. One of the key research segments is the clothing of fashion brands.

Sunglass frames lead in terms of mark-ups at 1329%. Designer lingerie sells 1,100% higher than cost, and fashion brand jeans 650% higher. The markup for designer shoes will be 354%, and for a wedding dress you will have to overpay 290%.

Even in times of crisis, luxury goods can lower prices, since initially a large margin is included in their cost. Thus, in February 2016, Mercury cut prices for clothing, footwear and accessories by 10-25%.

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Restaurant business: specifics of accounting for P (S) BU

Consider what should be the accounting in a restaurant in strict accordance with P (S) BU. To do this, we will analyze the main form of organization of the restaurant business, that is, an enterprise with three interacting structural divisions - a pantry (warehouse), a kitchen (production) and a sales area (with a bar counter, bar, buffet or distribution line, as well as with EKKA or computer cash system). Thus, you can understand the economic specifics of the restaurant business and adequately perceive the relevant rules of accounting legislation.

The restaurant business as such (that is, the activities of restaurants and cafes) is covered in our regulation by the broader concept of a restaurant industry (synonym - public catering), including, in particular, kitchen factories, restaurants, bars, cafes, food stores, etc. . (Clause 1.5 of the Rules No. 219). According to clause 1.3 of Rules No. 219, a restaurant industry is a kind ...

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• raise the price to the maximum possible;
• reduce the cost to the lowest possible;
• always increase sales;
• remove unfavorable items from the menu or turn them into profitable ones.

Of course, you need to follow these theses, after weighing all the nuances. So, when we talk about a possible maximum in terms of price, we mean a competitive price that can withstand the elasticity of demand. The possible minimum cost should be achieved without loss of quality. In order to make any decisions, you first need to analyze your sales and competitors' prices.

We can analyze sales using one of the methods below.

ABC analysis method

ABC analysis of menu items is done according to their contribution to the number of sales, turnover and gross profit.

The value A is taken as 50%.

We take the value B as 30%.

We take the C value as 20%.

After analysis, we will come across the following combinations:

The method of Washington University professor Donald Smith

David Payvesick method

This method is an analysis of three variables: the cost of meals, gross profit, and sales. In the proposed matrix, the best positions are for dishes with low cost and high gross profit (weighted average), complemented by high sales.

Miller's method

The method consists in analyzing the position of the dish depending on its cost and popularity.

Leading dishes have a low cost price and a high sales volume. Low-income dishes-I are popular with guests, but expensive to produce. They can be made the leader by changing the recipe or raising the price. If this is unrealistic, they can even be removed from the menu. Low-income dishes II should be tried to lead to leaders, promoting them using various techniques. Outsider positions are usually taken out of the menu.

Hayes and Gufman method

A method for ranking dishes based on their profitability. Each dish is assigned a rank based on profitability. The top three bring in the highest income. Therefore, it is worth focusing on them - let the waiters offer them to guests more often, and on the menu these items should be served as attractively as possible.

Margin comparison method

Unfortunately, very often only the last method is used, but it is not always correct.

After all, having made a mark-up on a steak of 100%, we will earn 500 rubles, and for an American one - 700%, but we will earn only 100 rubles. But the same Americano we will sell 1,500 pieces for 180 thousand rubles, and steaks - 30 pieces for 30 thousand rubles, and the gross profit from the turnover of coffee will be 150 thousand rubles, and from steaks - 15 thousand rubles.

However, coffee and steaks are not competing products. If we apply this analysis to a sample of hot dishes, side dishes, drinks or business lunches, then it will quickly and simply become clear what should be left on the menu and what should be removed, which dishes should be replaced with cheap counterparts, in which positions the cost should be reduced, and in which to raise or lower prices.

For the analysis, you need to establish norms for your institution. For example, the normal amount of sales is 30 months, the normal markup is from 250 to 350%, the marginality of the dish is 100-200 rubles.

To carry out any analysis, we need a brand report, in which we can see a list of dishes, services, drinks, goods sold in the restaurant, the cost price, the selling price. In different programs, sales reports can be generated in different ways, so I will talk about the principle of analysis, and you can consult with your automation system suppliers and find out what capabilities your program has. Some programs have built-in ABC analysis, a report on poorly selling dishes.

We save the vintage report in Excel format and rank according to the parameters we need.

Ranking by Markup Percentage

This report shows that the "Bolognese" and "Olivier" are below the norm in terms of mark-up, and in terms of margin, they are within the norm. Let's compare with the prices of competitors and see, for example, that the average price of Bolognese pasta for competitors is 290, and for Olivier salad - 240. When comparing prices, do not forget to pay attention to the dish output (weight), its design and serving. By raising the price of Olivier to 260 rubles (we have 200, 191 average prices on the menu, including discounts), we will keep the price lower than competitors, and even if salad sales fall by 10%, we will earn an additional gross profit of almost 8,000 rubles. What if you find 20 of these dishes on the menu? It will already be 160 thousand rubles. - you have enough for printing a new menu, for training staff in sales, and for the salary of washers.

We set prices depending on our strategy, we have more expensive than everyone else, cheaper than everyone else, average prices or individual strategies by category.

Ranking by number of sales

Ranking by dish contribution to turnover

We see that Sangria is not in the first place in the number of sales, but when analyzing the contribution of the dish to the turnover, we understand that Sangria is in the lead.

Ranking by dish contribution to gross profit

Ranking by dish marginality

Let's pay attention to Bolognese. By the sales category - C, by the commodity turnover category - B, by the gross profit category - B, the margin is below the norm, the marginality of the dish is normal. Judging by the competitive analysis, the price can be raised by 10 rubles. But he already has poor sales. It is necessary to carry out a rejection of the dish (it is possible, it’s about taste or serving), measure the cooking time and study the technology of its preparation (perhaps it’s about the speed of serving), train the staff to sell it (maybe they forgot about it), allocate a good place for the dish in the menu (probably not visible). But if all these methods do not help, and "Bolognese" does not serve as a dish for waste-free production, then it must be replaced in the menu.

The position of "Fettuccine with chanterelles" looks strange, this dish is an outsider in all respects. When clarifying, we can find out that the dish was from the autumn menu and the last day of this menu was included in the sales report.

Therefore, when analyzing sales, it is important to take into account:

• product group;
• sales season;
• input and output of a dish from the menu;
• food Time.

Why is it important to consider serving time as well? Let's consider this issue with a specific example. If the margin per dish, set by us at 100 rubles, is normal for a business lunch and breakfast, then for a dinner it is a very low indicator.

The same goes for the season. The lemonade sales in January and July will show us different pictures.

It should be borne in mind that some dishes become fashionable for a while, some, on the contrary, go out of fashion.

I recommend doing analysis, as well as monitoring competitors' prices, once a month, and making decisions carefully using different methods. You can create your own food evaluation system by combining different methods.

Look for "emeralds" in sales, enjoy their beauty and profit!

Menu Math (Monthly Restaurant Gazette column, April 2011)

We have come to the next stage of creating a restaurant - developing its map. It can be assumed that everything is simple here. I hired a chef I liked, conducted a series of tastings, set the necessary markup - and that's it. But, alas, with this approach, you will get a non-working menu at best. And at worst, it will result in a significant decrease in the financial performance of the restaurant for you. If you try to avoid this and go to the internet, what will you see? Menu design principle based on food analysis, which was invented by Americans in the eighties. Work horses, dogs and other zoo. There is a certain rationale in this approach, it works on the scale of enterprises and retail chains. But in the reality of a restaurant, it's like repairing a microscope with a hammer. Too superficial. Of course, everyone decides for himself, according to what principles to form the menu. Without pretending to be academic, I want to tell you what I am paying attention to.

There are many factors that I take into account when forming the menu. It all depends on the concept of the restaurant. This is the size of the menu, its balance, the possibility of long-term storage of products and preparations, cooking time and portion size. Let's focus on one of the most important points - price formation.

Determining the final cost of each dish on the menu, you cannot just take and make the same markup for all items. The fact is that prices for different categories of dishes (salads, soups, hot dishes, desserts) should be within a certain range, corresponding to the concept of the entire institution and its segment. In a democratic pub, it makes no sense to introduce Prime beef ribeye steak, which will cost three times more than all other hot dishes. It will turn out to be skewed, which should not be allowed. If, nevertheless, you really want to offer guests this particular dish, you will have to make an extra charge on it not in 300 percent, as on adjacent menu items, and in 100 and choose the category of beef not Prime, but Choice.

By varying the prices for different dishes, I regulate the total cost, keeping it at a given level. Let's say there are six salads on the menu: Caesar (cost 38 rubles), meat (58), smoked duck salad (75), vegetable (25), tuna salad (55) and seafood (98). In order not to scare away guests, the price range for salads in a democratic restaurant will be, say, from 190 to 350 rubles. With such a spread in the cost price, it is impossible to make the same mark-up for all salads. First of all, you need to understand which ones will be on sale. From our set the most popular is "Caesar", therefore I set a high markup on it. On the contrary, you can make a small mark-up for some rarely ordered salads, which will have a good effect on the general appearance of the card. The fact is that when a guest looks at prices, he captures the entire range (even if he ultimately prefers Caesar), so a couple of items with a low price will make the menu as a whole more attractive.

Based on this, I would put the following prices. Seafood salad - 340 rubles (350 is a rounder, and therefore more frightening number), Caesar - 240, vegetable - 190. Prices for other salads are distributed in the same range. It turns out that the margin for seafood salad will be about 250 percent, and for Caesar - 530, but it will be ordered much more, so in general this section of the menu will turn out to be highly profitable. In principle, "Caesar" can make a markup of 600 percent.

Here a seemingly logical question may arise: is it possible to fill the menu with only popular dishes and put a high margin on everything? Answer: you can't. The fact is that I prefer to divide dishes into two types: sold, that is, popular and known to everyone, like the same "Caesar" or "Greek" salad, and assortment, that is, decorating the menu, giving it individuality. If you fill the menu with only popular dishes, there is a risk of depersonalizing the restaurant. It should be noted here that this applies to different degrees to different concepts. The greater the traffic of the establishment and the lower its average check, the less the need for assortment dishes, and vice versa - the more expensive and more exclusive the restaurant, the more interesting author's dishes should be on its menu, which will be visited by regular guests. If you try to deduce the arithmetic average ratio of these two categories for a democratic mid-range restaurant, you get about 70/30 (sold / assortment).

Thus, pricing is made up of three factors. First, what overall mark-up do you want to see in your restaurant? Second: what prices are acceptable for your guests? And third: how many dishes will they order? The final price for each specific position should be made up of these three components. However, do not forget about the competitors: after carefully studying their offers, we will find something that will make the restaurant stand out from the rest.

Another plus of creative, author's dishes - if the cost is low, you can make high markups on them. Everyone knows what "Caesar" or rack of lamb consists of and how much they can cost approximately. It is much more difficult for a guest to draw the same conclusion regarding a dish with an intriguing name and an unusual list of ingredients - he simply has nothing to compare with. A similar technique is effective when drawing up a wine list: if you have rare positions, or better - generally an exclusive batch of wine, which is not at all in Russia, and at the same time it is not very expensive, you can put a decent margin on it and, if positioned correctly, sell with great benefit to yourself. At the same time, of course, you need to be sure of its good quality, because it is expensive to sell bad unknown wine, passing it off as a rare exclusive, is definitely impossible, and besides, it is dangerous. The high mark-up on unknown wines, moreover, will allow you to compensate for the reduced mark-up on well-known wines, which will play into your hands, inspiring the trust and gratitude of the guests. However, I repeat, these unknown positions need to be able to correctly represent, describe and sell, otherwise they will simply not be ordered, and all the mathematics will be inapplicable and will only bring losses.

The average markup in a restaurant is 300 percent, otherwise the catering company will not cover the costs of renting premises, taxes, utilities, staff salaries, and so on. But sometimes it reaches a thousand percent. For what items on the menu you have to overpay the most - in the material of RIA Novosti.

Vodka at cost

Probably, every visitor to the restaurant, looking at the menu, wondered how much a particular dish actually costs and how much the restaurant "cooks" on it. According to our express survey, Muscovites are sure that catering establishments inflate the cost of meals ten times.

This is not entirely true. In Russia, a markup of "only" 250-300% is considered normal. Domestic restaurateurs, based on many years of experience, have come to the conclusion that this is exactly the level of profitability.

However, this does not mean that the restaurant calculates the cost of each dish and then simply multiplies the result by four. It is impossible to establish an equally high mark-up on all dishes.

In particular, this applies to those positions, the real price of which visitors are well aware of. For example, alcoholic beverages. Everyone knows how much vodka costs in a store, and no one will order it in a restaurant for three times the price.

According to a study of prices and purchases in restaurants, carried out by analysts of the Poster agency based on data from online checkouts, restaurant margins for strong alcohol are the lowest - 58% on average.

The restaurateurs do not cook too much on dishes made from expensive products and delicacies. Purchase prices for ribeye steak already reach thousands of rubles. To lay out three or four thousand for a piece of meat, even perfectly fried, very few are ready.

According to Poster data, margins in restaurants for fish and meat dishes are 124% and 155%, respectively.

Finally, the buyer is unlikely to want to spend money on simple dishes, the recipe and cooking technology of which are well known. Therefore, the margins for pizza (130%) and sushi and rolls (90%) are relatively small.

Moreover, there are higher markups for rolls than for sushi, because they can be complicated - include various additives, make them hot, etc. It is difficult for a visitor to understand the real cost of such dishes, and he is ready to overpay.

Difficult means expensive

High markups are set primarily on dishes that are complex in composition and combine many ingredients.

In addition to the impossibility to imagine the real cost of such dishes, psychology works in favor of the restaurant: the visitor gets the feeling that the chef has done a great job that needs to be paid. Although most often this is not the case, because restaurants do their best to keep labor costs for cooking to a minimum.

For example, the popular Caesar salad. The cost of the ingredients is low, it's easy to prepare. This is one of the most profitable positions for a restaurant: the normal markup is 500-600%.

On average, Caesar salad in Moscow cafes and restaurants now costs 380 rubles at a cost price of 50-70 rubles (depending on the quality of the starting products and the size of the portion).

In terms of profitability, Caesar is second only to Greek salad, the mark-up for which in the season of cheap vegetables reaches 700%, 800% and even 1000%. With a prime cost of less than 40 rubles, "Greek" in Moscow now costs an average of 370 rubles.

The same story with alcohol. The low mark-up for "store" spirits is fully compensated by cocktails.

According to Poster, the average mark-up on the most popular alcoholic cocktails is 237%: customers are willing to pay for the complexity of the composition and ingredients, the cost of which they do not know.

This principle works even with complex breakfasts (200%) and lunches, including business lunches (217%).

Expensive cheap exclusive

The principle "incomprehensible composition - high price" is maximally realized in exclusive and "author's" dishes. It is here that the chef has an opportunity to create an expensive and demanded product from the cheapest products.

As one Russian restaurateur noted, in order to make good money, it is enough to learn how to cook cabbage deliciously. It is not easy for the visitor to judge the reasonableness of the price for a dish with an intriguing name and an unusual list of ingredients - he simply has nothing to compare with.

So, on a banal carrot prepared in an unusual way (for example, fried in caramel), the restaurant can put a mark-up of two to three thousand percent, and they will be happy to order it.

Another favorite theme of restaurateurs is exclusive and rare wines. In general, the situation with wine markups is almost the same as with strong alcohol: it is impossible to lift them up too much, since a competent visitor has a good idea of ​​the real price of the product.

Therefore, restaurants prefer to sell rare varieties, and ideally - to receive from abroad exclusive batches of wine, which is not available in Russia at all. Of course, not very expensive to put a decent markup.

If they bring you a bottle of unfamiliar wine at a restaurant and begin to praise its unsurpassed taste and bouquet, you can be sure that 400-500% of the institution's profits are included in its price.

The same picture with beer. The most famous and popular sorts of foamy drink are the lot of fast food establishments (they earn mainly on food). In cafes, restaurants and pubs, they prefer to sell rare imported brands or craft beer. Since there are no analogues in supermarkets, visitors will not notice the high mark-up.

According to Poster, the average mark-up for beer in public catering establishments is 133%. But if we are talking about rare and craft varieties, we can talk about 500-600%. Indeed, with an average cost of a liter of foamy drink about 100 rubles for half a liter, they take 250, 300 and more rubles.

An important source of income for pubs and beer snacks (230%). However, in terms of the total volume of sales, they are, of course, much inferior to beer.

The most profitable alcohol for restaurants is home-made tinctures: with the cost of one serving of about five rubles, the price reaches 100 rubles and more.

Water world

It would not be a huge exaggeration to say that the essence of the restaurant business is selling the cheapest products at the highest prices after the least costly processing.

And the cheapest ingredient at the disposal of restaurants is water. Therefore, tea, coffee and seasonal cold drinks are consistently among the most profitable items.

The standard cost of a cup of coffee is 15 rubles, and is sold for 150. Tea is even more profitable, especially since many establishments offer exclusive varieties (here is the same story as with exclusive wine) or fruit tea according to their own recipe (profitability is comparable to "homemade" tinctures).

In lemonades and other seasonal drinks, three factors are combined at once - exclusivity, the inability to determine the cost price, and a bonus for the work of a cook (bartender). So the margin on them can be calculated in four-digit numbers.

The restaurateurs themselves explain the record markups on soft drinks by the fact that many visitors come to cafes not to eat, but to chat, ordering only a cup of coffee or tea. The super-high markup allows you to compensate for lost profits on other menu items.

In fairness, it should be noted that the contribution of soft drinks to the overall profit of a cafe or restaurant is small. After selling as many as one hundred cups of coffee, the institution will earn only a modest 15 thousand rubles.

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Excluding equipment depreciation, the markup is 9,300 percent. 1. Cotton candy is the queen of margin

Everyone was in the zoo in childhood, everyone ate cotton candy. Its production uses 20 grams of sugar. A portion costs up to 150 rubles. The apparatus for the production of cotton candy is inexpensive, about 30 thousand rubles. Wholesale sugar costs from 40 rubles per kg. The margin is up to 18,750 percent. Read our business plan for selling cotton candy.

SUMMARY

Trying to cover a fairly large amount of information in one article, we gave a superficial assessment without focusing on the high accuracy of the numbers. In practice, marketing research for a single category of catering costs from 40 thousand rubles and takes 30 pages of printed text.

Prices and data were taken from open sources as of 2015.

Trade markup = planned markup percentage / (100 + N)

Revenue = revenue of goods 1 × estimated markup of goods 1 + revenue of goods 2 × estimated markup of goods 2 +… + revenue of goods n × estimated markup of goods n

Revenue = opening balance, which is fixed on account 42 + turnover of credit on account 42 - turnover of debit on account 42 - balance determined at the end of the reporting period

Recall that Denis brought out a useful everyday rule: avoid food, the cost of which per kilogram is more than 300 rubles. The answer is simple: you need to understand the price. And so that the crazy price was not so noticeable, it is necessary to inflate the volume, reducing the weight. What kind of raw materials allows you to make such a product? Anyone knows and has tried at least 90% of the list, but in everyday life we ​​never think about the cost.

Rating of the most marginal positions in public catering

Fresh and smoothies

A fresh juice business is a fantastic investment with low competition and low start-up capital requirements. Provided that you can get a rental at the checkpoint. A kilo of oranges costs 60 rubles in bulk. 400 grams of juice is obtained from it.
A glass of this volume is on sale for 250 rubles. It's a little expensive for pure orange juice.

What markup should there be in a cafe in 2018

This model is questionable, since the markup may be too high or, conversely, low. However, it is good when planning a restaurant, as it gives an idea of ​​what the markup threshold should be in the establishment in order for it to work in profit (you can also analyze whether your consumer is ready for the set prices).

• Perceived price

This model focuses on guest expectations. If you know that tiramisu in your coffee shop will be bought the way you would like, at a price of X, then most likely you will try to put this price.
After all, it is important for you not only to maximize the price, but also to make sure that you do not have write-offs and turnover allows you to order a certain amount of raw materials.

What mark-up can be made on a product under the law

As we noted above, there are no restrictions on the size of the trade markup for most products, services and product groups in Russia. It is determined by the business entities themselves, taking into account the realities of the market situation. But there are specific socially significant product groups for which the state sets the maximum size of trade markups.

These include:

• medical products;
• pharmaceuticals;
• children food;
• dishes and products of public catering facilities located in educational institutions;
• products that are delivered to the regions of the Far North and those equated to them.

Surcharges for medical devices and pharmaceuticals, as well as their list, are regulated by the Russian Government.

And the agricultural producer just says that their large trading networks are choking - they pay for the entrance, for the shelf, but they don't pay for the air, ”said Ermakova.

If you want to sell, pay. Such an unwritten law has worked between product manufacturers and the management of retail chains since the 90s. Suppliers, in general, do not mind paying a "fee" for entry, favorable placement of their goods on the shelves or additional marketing services from the network, but everything should be within reasonable limits, says David Yakobashvili, chairman of the board of directors of Wimm-Bill-Dann.

“There are some things that are quite objective.

These figures should not be taken as the ultimate truth, they were calculated en masse with a sufficiently large error for visibility... At the moment, there are no analogues of such systematized information on the restaurant business in Runet, we hope that this study will be useful for you to start your own more detailed research in a specific restaurant industry and to successfully start your business in public catering.

Knowing the theory is a necessary, but far from determining factor for the success of a business. In fact, starting your own catering business is hard work, be it a fancy restaurant or a democratic canteen.
Only those who have tried to become a restaurateur can tell the truth about the practical side of the issue.

That is, you can get 20,000 rubles of profit both by increasing the margin to 60%, and by doubling the turnover.

It should be remembered, however, that lower prices do not always increase turnover. For branded seasonal goods, the mark-up in the first "hot" months (weeks) of sales can reach 400-500% and even more. Therefore, out of season, sellers set discounts up to 70% and still have a profit.

Do I need to make a mark-up for all products the same

If an entrepreneur sells a limited range of products, then he sets individual markups for each item and can flexibly respond to fluctuations in demand.

The margin is 400%.

Shawarma

According to Kommersant-money, 7 servings of shawarma come out from one kilogram of meat after frying. Lavash and greens cost 10 rubles. To have more margin, it is better to take chicken. The cost price of a portion of products for shawarma is approximately 30 rubles. The product margin is “only” 200 percent.

Burgers

A fairly monopolized topic. You won't make good quality burgers cheaper than McDonald's for the simple reason that you won't have enough turnover to get good raw material prices - after all, in Russia 90% of burgers are sold by Mac, and people just don't want to try new things! Almost all burger shops in Russia are represented by chains or franchises of American diners. The only more or less well-known independent point in Moscow is the Rusburger on the Arbat.

Can you imagine if a party like that goes rotten? A regular good steak sells for 500 rubles, which isn't bad either, but won't make you an instant millionaire. 400% margin.

But a Russian reader would not be a Russian reader if his inquisitive mind hadn’t come up with a plan to sell Russian beef under the guise of elite marble beef. The plan is good, there is only one thing. Among your wealthy clients there will be respected gourmets from Chechnya and Dagestan, who may not understand the idea and let such a restaurateur eat meat.

Soups

What is soup? This is water with vegetables, infused with a piece of meat.
Selling water for 300 rubles per plate - how can it be unprofitable? Maybe if you sell Tom-yam with king prawns, for example. It consists entirely of rare imported ingredients obtained through air delivery.

At the same time, you need to understand who exactly is your guest, since everyone has different expectations and the most important thing for you is that the price matches these expectations.

• Competitive price

This model is focused on the market price and reflects a simple truth - with the quality of the dish comparable to competitors, you cannot put the price you want, you will have to look around. The exception to this rule will be some exclusive positions and offers that only you have.

• Quantity discounts

This model is used during promotions. It is often used in alcohol promotion.