Menu Pricing Strategies to Boost Your Restaurant Sales in 2023

, 17-May-2024

In today’s competitive F&B Industry, a majority of restaurant owners experience the challenge of implementing beneficial menu pricing strategies when they try to design their restaurants’ menus. With that, most restaurant owners end up making certain errors in menu pricing which may negatively impact their business. Although it makes sense that you would want your prices to be profitable, adopting an aggressive pricing plan can turn your customers off. Likewise, being overly submissive can result in missed opportunities for valuable profits and an inability to cover your expenses. This is the point when discovering that a perfect menu pricing strategy can help you balance out your profits. 

How you set prices for your menu items can make or break your business. Even if your food is outstanding and your concept is incredible, it won’t matter much to your customers if they don’t find your menu items valuable. Even the smallest details can go a long way in maximizing your profits. Let us explore the latest Menu Pricing Strategies to Boost Your Restaurants Sales in 2023.

Understand Your Food Costs

Before you start strategizing your menu pricing, it is crucial to have a clear understanding of your food costs. The ratio of costs associated with food inventory (ingredients costs) and the revenue made from supplying them is what we regard as Food Costs. In simple words, the expenses endured by a restaurant for the raw materials used in the preparation of its menu items are usually referred to as Food Costs. These costs may include ingredients prices, labor costs, packaging costs, equipment expenses, rent, and several other utilities.

Restaurants calculate the price of a dish by applying different approaches. Some restaurants rely on the classic food cost calculation formula, i.e., the cost of ingredients and the revenue they generate. On the other hand, some restaurants rely on the Cost of Goods Sold (COGS) method, which takes the overall cost of inventory, including things like toothpicks, garnishes, paper towels, and everything that counts on an individual basis. 

This will help you settle on a profitable price point while also giving you a clear and precise picture of how much it costs to produce every meal. 

Menu Pricing Psychology

Psychology can play a meaningful role in strategizing your menu pricing and maximizing your profits. You can adopt multiple psychological strategies when designing menu price drafts to appeal to your customers which will ultimately boost your sales. One of the best is Anchoring, an act of putting an expensive item just next to a lower-priced one or on key spots of the menu. As a result, the lower-priced item appears to be a beneficial deal to the customers. 

You may also give restaurant special names to your dishes that your customers remember as your own unique identity. However, one thing you have to make sure of is not to add hard-to-understand names of dishes in the thought of sounding rich and unique. This may create an even opposite effect on your sales. 

Avoid Currency Signs

The simplest yet most effective menu pricing strategy you can opt for to boost your restaurant’s sales is to avoid placing currency signs next to your prices. Adding rupee signs next to your dishes on the menu is no good for a definite reason. It serves as a subconscious reminder for the customers that they are spending the memory.

There’s a psychology behind this technique. Even if they intend to purchase the food, the currency sign automatically makes them consider how much their meal would cost, resulting in a reluctance to spend money. This psychological barrier will fade away once you stop adding currency symbols to your menu.

Smart Changes to the Menu

A successful restaurant manager never stops himself from making smart and essential changes to his restaurant’s menu. Updating your menu will assist you in keeping hold of existing customers, attracting new potential customers, and maximizing your revenue. However, smart modification of your menu may require significant planning and careful thought.

Along with the alterations in prices and offerings of the suppliers, customer behaviors and preferences are also changing at a constant pace. Following are some smart changes you can make to your menu to give a boost to your sales:

  1. Addition of Seasonal Items
  2. Analysis of Sales Data
  3. Introduction of New Items
  4. Update of Latest & Unique Menu Design Layouts
  5. Adjustment of Portion Sizes
  6. Revision of Menu Pricing Strategy

Execute Dynamic Pricing

Next among the Menu Pricing Strategies to Boost Your Restaurant’s Sales in 2023 is Dynamic Pricing. This strategy serves as a notable benefit to restaurants that involves changing the prices of menu items on different factors, like the day of the week, time of day, and even customers' demands. 

This menu pricing strategy can be implemented by setting different prices for the same item at different time periods, offering special discounts during a particular day or week, or other special offers during slower hours. For instance, a coffee cafe may charge a higher price for coffee during peak morning hours when demand is heavy. Conversely, it may set reduced prices during lazy afternoon hours.

Offering limited-time deals to attract customers during slower intervals can be another approach to implementing Dynamic Pricing. However, you can only execute this dynamic pricing strategy if you effectively collect and analyze data on customer needs and usual patterns.


We hope you found the above-mentioned menu pricing strategies helpful and executing them may help you retain massive revenues and customer satisfaction. However, you may find optimizing your menu a little challenging when done without keeping up with the latest trends. Here’s why, we at uEngage are here to help you out with designing and optimizing your restaurant menu in an incredible and rewarding manner. 

Or, if you have still not enabled online ordering for your restaurant, you are missing out on a big thing. Enable Your Restaurant’s Online Ordering for FREE with uEngage.

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