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The money questions — your price and your street

Most venues price by feel, then find out they were wrong months later. The two numbers below replace the feeling with a count.

The rule

A price is only right relative to two things — what the street charges, and what your guests actually do when they see it. Everything else is a guess wearing a number.

The street price

Nina reads the menus of the venues around you, night after night. When one of them re-prices a dish you also serve, you hear about it that night: the median across the group, where you sit in the band, and a drafted response if one is worth making.

You stop pricing blind against the only people you’re actually competing with. See competitor menus.

The scroll-past price

Your public menu is a sensor. It records which dishes guests open, how long they stay, and where they put one back down.

When most people who open the burrata stop at the price, that isn’t an opinion any more — it’s a count, on the menu dashboard, with a suggested move attached.

Good to know

  • The two bracket each decision: the street tells you what the market bears, your own menu tells you what your guests bear. They disagree more often than you’d think, and that gap is usually the opportunity.
  • A dish can be underpriced against the street and still be scrolled past — that’s a photo or a description problem, not a price one.
  • Percentage isn’t everything. A dish with a thinner margin can put more money in the till than a rich one nobody orders.
  • Some low prices are bait on purpose. The system shows you the number; the judgement stays yours.