Chapter 3

Is my price set by cost, or by its neighbours?

Giá món do giá vốn quyết, hay do món đứng cạnh?

The chapter's question

What do customers compare my prices with?

Big idea

Price perception does not come from cost; it comes from which dish sits next to which.

In this chapter

  1. Part 3.1

    Cost Is Only a Floor

    Cost gives me the floor price, what decides the ceiling?

  2. Part 3.2

    The Anchor Dish

    What job is the most expensive dish on my menu doing?

  3. Part 3.3

    Writing the Number

    How am I writing prices, and does that draw attention to the price or to the dish?

  4. Part 3.4

    Raising Prices Quietly

    At my last price rise, how did I tell my regulars?

The reading for this chapter is inside Conan School

This chapter has 4 readings, with case stories and exercises. Chapter 1 of A Menu That Sells is free to read right here.

Read in Conan School

Chapters of A Menu That Sells

  1. 1.Should a slow seller always come off the menu?
  2. 2.Does anyone actually read my menu?
  3. 3.Is my price set by cost, or by its neighbours?
  4. 4.Do bigger bills come from pricier dishes, or one question?
  5. 5.How often can the menu change before the kitchen breaks?