How to Price a Restaurant Menu
Updated October 2026
Pricing is where most small menus go wrong. Here is a simple way to do it.
Step 1: Work out what each dish costs
Add up what you pay for every ingredient on the plate, including oil, garnish and sides. Divide big purchases by how many portions they make.
Step 2: Pick a target food cost
Many restaurants aim to spend roughly 28 to 35 percent of the menu price on ingredients. This is a common rule of thumb, not a rule. Your own number depends on your labor, rent and type of food.
Step 3: Divide to get a starting price
Take the ingredient cost and divide by your target. A dish that costs $3 to make at a 30 percent target starts at $10.
Step 4: Check nearby menus
Look at what similar places charge. If you are far above or below, you need a reason, such as bigger portions or better ingredients.
Step 5: Round to a clean number
Prices like 12 or 12.5 read easier than 11.97. Many menus leave off dollar signs to keep the page calm.
Step 6: Put it on the page
Type your items and prices into Rockin' Menus and see how the whole menu looks before you print.
This guide is general information, not legal, tax or food-safety advice. Rules for menus, labeling and allergens vary by location, so check with your local health department.