What is the Average Restaurant Markup?

In a restaurant, you’re paying for variety. If you have one 20-ounce coffee a day, you’ll spend a little more than $700 a year at the chain cafe on the corner (and that’s assuming you don’t tip, you don’t get a fancier latte or cappuccino, and you don’t succumb to the temptation of those oversized scones and cookies). There’s a reason retirement planners tell you to make your own coffee if you want to start saving. How’re we doing on drinks? Would you like another round? Are you sure? Better read the next page.

If the food is beautifully presented — say, set on a large white plate adorned with an artful drizzle of chocolate sauce — you probably feel as though you’re getting something special, even though the plating has cost the restaurant mere pennies in ingredients and labor. Do restaurant markups mean you can’t treat yourself every now and then? It’s listed first on the menu. It makes you feel like you’re treating yourself. There’s some sort of spectacle associated with it (think items prepared tableside and appetizers that arrive in flames). In general, how do you know when something is likely to have a high markup?

There are places that seem more affordable than others do by comparison. But no matter where you end up, sometimes when you consider what you’re getting, it’s hard not to wonder why a meal costs so much? Is it the ambiance? The service? The trendy locale? Restaurants are businesses like any other, and they’ve put a lot of thought into their prices. The markups cover the labor force in the kitchen, the wait staff, the rent, the decor, the music, the advertising — and let’s not forget the food and drink.

Each cup might cost the cafe 15 or 20 cents, but it probably costs you $1.50 to $1.95. There’s one guaranteed way to drive up your restaurant tab: order a round of drinks from the bar. Oddly enough, markup acts as a bit of an equalizer among drinks. Why not just raise the price of the foods that are getting more expensive? The markup on alcoholic drinks has grown more pronounced in recent years, as the wholesale prices of many foods have spiked.

If on the other hand, the restaurant’s desserts come from a supplier, that’s a tipoff that you’re probably paying excessively. It all goes back to perceived value. The supplier sells the desserts in bulk, often without setting portion size. Dessert presentation can be a sneaky way to drive up the price as well. By being able to set portion size, the restaurant has one more way of buying low and selling high.

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