Why a set menu is worth pricing carefully
A menu du jour (a fixed-price menu with a starter, a main and a dessert) is a cornerstone of lunch in many Paris restaurants. Guests value a clear price and a quick service; the kitchen values a short list that reduces waste. But because the price covers several courses, an error in one course is hidden in the total. Price it deliberately.
The method
- Cost each course (starter, main, dessert) from your recipe cards, with an allowance for waste.
- Add the three to get the cost of the set menu.
- Divide by your target food-cost share to get the price before VAT.
- Add VAT at the rate that applies to your type of service.
Worked example (illustrative)
- Starter: €1.50
- Main: €3.30
- Dessert: €1.20
- Menu cost: €6.00
At a 30% target: 6.00 ÷ 0.30 = €20.00 before VAT. At 28%: 6.00 ÷ 0.28 = €21.43. The difference is €1.43 per menu: at 30 menus a day that is about €43 a day.
If VAT of 10% applies to your on-premises service, the menu price shown to the guest would be €20.00 × 1.10 = €22.00. Rates and rules depend on your type of service and can change, so confirm the current rate with your accountant before printing the menu.
The two-course option
Many Paris lunch menus offer a choice: starter and main, or main and dessert. Price each combination from the actual costs. Starter plus main costs 1.50 + 3.30 = €4.80, and at 30% that is 4.80 ÷ 0.30 = €16.00 before VAT. Make sure the two-course price is lower than the three-course price by about the cost of the course left out, and not more.
Design the menu to protect the margin
- Use overlapping ingredients across courses so that you buy fewer products and waste less.
- Offer a small choice (two starters, two mains, two desserts) rather than a long list. A short list speeds up the kitchen and makes your forecast easier.
- Put the dish with the best margin in a prominent position and make sure the most expensive dish is not the one everyone picks.
- Change it on a schedule so that regulars see variety and you can use what is in season.
Re-check regularly
Ingredient costs move. Recalculate when a major ingredient changes and compare your price with nearby restaurants offering a similar menu, then decide where you sit.
A single fixed-price menu can reduce waste
When most guests order the same set menu, you can prepare for a predictable volume. That makes ordering easier and reduces leftover prep, which is one more reason to price it with care.
Takeaway
Cost every course, add them up, divide by your target and check the VAT. Then test the price against the neighbours.