In today’s competitive foodservice landscape, pricing your menu isn’t just about covering costs—it’s about strategic profitability. With rising ingredient prices, labour costs, and customer expectations, chefs and kitchen managers need to be smarter than ever about how they price their dishes.

Here’s how you can price your menu to maximise returns, while still delivering value and quality to your diners.

📊 1. Know Your Food Cost Percentage

Start with the basics: calculate the food cost percentage for each dish. This is the cost of ingredients divided by the menu price, multiplied by 100.

Ideal target:

• 28–35% for most restaurants

• Lower for high-volume or quick-service kitchens

Use this formula to ensure your pricing covers not just ingredients, but also overheads like labour, rent, and utilities.

🥦 2. Use In-Season Produce to Reduce Costs

One of the easiest ways to improve margins is by buying in-season produce. It’s more affordable, fresher, and often locally sourced—meaning better flavour and less waste.

At The Produce Company, we highlight what’s in season every week, helping you plan menus that are both cost-effective and delicious.

Bonus: In-season menus also appeal to diners who value sustainability and freshness.

📈 3. Factor in Prep Time & Labour

Don’t forget to account for the labour cost involved in preparing each dish. A simple salad might have a low food cost but require lots of prep time. Conversely, a slow-cooked dish might be labour-light but ingredient-heavy.

Balance your menu with a mix of:

• High-margin, low-labour dishes

• Signature items that justify a premium price

🧾 4. Use Menu Engineering Techniques

Menu engineering is the art of designing your menu to guide customer choices and boost profitability. Some tips:

• Highlight high-margin dishes with icons or boxes

• Place profitable items in the top-right corner (where eyes naturally go)

• Use descriptive language to increase perceived value

🇳🇿 5. Partner with NZ-Owned Suppliers

Working with a New Zealand-owned supplier like The Produce Company gives you more control over pricing, quality, and service. We work directly with local growers and producers, helping you:

• Reduce supply chain costs

• Access exclusive seasonal specials

• Support the local economy

📦 Ready to Optimise Your Menu?

We’re here to help chefs and foodservice professionals across Auckland, Hamilton, Rotorua, Taupo, and Tauranga make smarter purchasing decisions. Whether you need seasonal produce, pricing insights, or just a reliable supply partner—we’ve got your back.

📲 Order via our app, call 0800 PRODUCE, or talk to your account manager today.