If you thought you bagged a bargain by skipping the $29 burgundy-braised short ribs and opting for the $18 baked ziti with mushrooms, marinara sauce and chicken, you’d be wrong. With food costs only accounting for about 18% of the menu price, the pasta dish is where the restaurant is making the most profit. Believe it or not, the beef is actually the better deal, since it costs nearly half the menu price to source and prepare it.
If price alone isn’t the best indicator of value on a menu, what criteria should we use to ensure the most bang for our buck? “Choose labor-intensive, time-consuming, complex dishes, that call for hard-to-find ingredients,” suggests New York-based restaurant consultant, Clark Wolf. “If you can whip it up yourself in 20 minutes with stuff from your kitchen cupboard—do that,” he says.
Wolf has a point. Avoid the ubiquitous, low-cost chicken breast dish. Dishes comprising of everyday, bulk ingredients like pasta or rice are cheap to prepare and as simple for the restaurant chef to put together as it is for the home cook. For this same reason, restaurants love brunch when they turn out highly-profitable, egg-centric meals, and bread, flour and dairy-based dishes, such as French toast, waffles and, pancakes.
Then there’s making the most of specialized equipment—and relationships—that eateries have. Steakhouses, for example, Clark adds, not only have dry-aging cabinets to hang meat to develop flavor and add value, but the best ones have built links with suppliers that deliver the most prime cuts that aren’t available in retail.
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