The price of a dish does two things at once: it sets what you earn, and it tells the customer what kind of place you are. Most menus only attend to the first.
What this course is about
How a price gets decided once you already know what it costs. That's where things enter that never show up on a cost sheet: what the customer compares it against, the order they read the menu in, why one expensive dish alongside makes another look reasonable.
None of this is manipulation. It's recognising that customers don't judge prices in the abstract — they judge them against whatever is in front of them. You can ignore that and let it work against you, or account for it and let it work for you.
What you'll be able to do
- Choose between the five pricing strategies on the merits, with their pros and cons.
- Lay out a menu so it guides the eye toward what earns you most.
- Raise prices without it landing as a punishment.
- Compete without entering a price war you can't win.
How it's put together
Eight topics. The fourth is the densest — the five strategies in depth, with examples and cases — and is worth reading slowly. The last is a complete applied example.
Before you start
This course assumes you already know what each dish costs you. If you don't, start with Costing and pricing methods: setting prices without knowing costs is guessing with extra steps.