Brunch looks simple on paper, but profit usually leaks in execution. Most operators track ingredient spend, then miss portion drift, packaging, and channel-specific costs.
This guide is built for U.S. independent restaurants that need a repeatable pricing method for eggs, toast, and coffee-led menus.
Quick Summary
- Use one formula for every brunch SKU, then split decisions by channel.
- Lock portion standards before discussing discounts or bundles.
- Recheck egg, dairy, and coffee inputs weekly from supplier invoices.
- Price dine-in and delivery separately when channel costs differ.
Where Brunch Margin Leaks in Real Stores
Brunch margin rarely fails because of a single expensive ingredient. It fails because small operational gaps stack up during peak service.
Most common leak points:
- Portion drift on eggs, avocado, bacon, and sauce.
- Uncounted consumables for dine-in and takeout packaging.
- Delivery menu prices copied from dine-in without channel-cost adjustment.
- Promo discounts applied without checking item-level contribution.
Use One Standard Formula
usableAmount = purchaseAmount x (1 - lossRate)
unitCost = purchaseCost / usableAmount
itemCost = unitCost x portionAmount
plateCost = sum(itemCosts) + packagingCost + channelVariableCost
menuPrice = plateCost / targetFoodCostRatioIf any denominator is zero, treat the result as zero and fix inputs first.
Worked Example: Avocado Egg Toast Set (USD, sample values)
| Item | Cost |
|---|---|
| Sourdough (2 slices) | $0.72 |
| Avocado spread | $1.35 |
| Egg (poached) | $0.26 |
| Greens + garnish | $0.28 |
| Sauce + seasoning | $0.22 |
| Drip coffee (12 oz) | $0.72 |
| Dine-in consumables | $0.25 |
| Total dine-in plate cost | $3.80 |
| Delivery packaging add-on | $0.70 |
| Total delivery plate cost | $4.50 |
With a 30% target food-cost ratio:
dine-in menu price = 3.80 / 0.30 = $12.67
delivery menu price = 4.50 / 0.30 = $15.00Operationally, many teams round these to $12.99 and $14.99 or $15.49,
then validate contribution after marketplace fees and discounts.
Local Execution: Downtown Chicago vs Suburban Phoenix
| Scenario | Downtown Chicago business district | Suburban Phoenix neighborhood corridor |
|---|---|---|
| Demand profile | Tight weekday lunch peaks | Broader all-day traffic |
| Main risk | Rush-hour over-portioning | Afternoon holding loss |
| Practical move | Smaller menu, tighter prep windows | Batch planning by daypart |
| Pricing focus | Protect peak-hour throughput margin | Protect waste-adjusted margin |
The same recipe card can work in both markets. The pricing and production rhythm should not be identical.
Weekly 20-Minute Control Routine
- Update eggs, dairy, and coffee costs from current invoices.
- Reweigh top five plates and confirm actual portion against standards.
- Compare dine-in vs delivery contribution for the same SKUs.
- Reprice or reconfigure any item below your margin floor.
Related Guides
KitchenCost helps teams keep one recipe-costing system while applying zone- and channel-specific pricing rules.