Afternoon tea looks high-margin. It is not—unless your portions are fixed and your tiers are priced correctly.
This guide gives UK operators a practical model to price afternoon tea sets that stay profitable.
Quick Summary
- Set a fixed item count per guest before you price
- Use tiered sets (classic, premium, champagne) to lift margin
- Count clotted cream, jams, and packaging as real costs
- Keep takeaway pricing separate from dine-in
- Reprice when cost signals move
The Core Pricing Formula
Set cost = Savoury + Scones + Sweets + Tea + Packaging
Set price = Set cost / Target food cost %Afternoon tea is a bundle. Treat it like one.
Example: Classic Afternoon Tea (Per Guest)
Assumptions (example):
- Finger sandwiches: 4 pieces
- Scones: 2 pieces + clotted cream + jam
- Sweets: 3 petits
- Tea: 1 pot
Cost Breakdown
| Item | Portion | Line Cost |
|---|---|---|
| Finger sandwiches | 4 pieces | £1.40 |
| Scones + cream + jam | 2 pieces | £1.10 |
| Petit sweets | 3 pieces | £1.35 |
| Tea service | 1 pot | £0.55 |
| Total cost | £4.40 |
Target price at 30% food cost:
£4.40 / 0.30 = £14.67Working price range: £14–£18
Build a Tiered Menu That Sells
Tiering protects margin without feeling like a price hike:
- Classic: standard sandwiches + scones + sweets
- Premium: add smoked salmon or seasonal pâtisserie
- Champagne: add a glass of sparkling
The premium tiers should lift profit, not just revenue.
Takeaway Afternoon Tea Rules
Takeaway adds:
- Box + liners + separators
- Handling time
- Higher breakage risk
Keep portions simpler and price separately. If you must keep one price, reduce the item count for takeaway.
Price Review Signals
UK cafes should watch external signals so prices do not fall behind:
- ONS CPIH: Restaurants and Hotels index for broad pricing pressure
When costs move, adjust before weekend peaks.
How KitchenCost Helps
KitchenCost helps you:
- Build tiered set recipes
- Track scone and cream costs separately
- Recalculate prices in seconds
Afternoon tea works when the portions are locked. KitchenCost locks them.
Related guides:
- UK Restaurant Menu Pricing Guide
- UK Menu Price Rounding Guide
- Menu Price Increase Notice Template
- Inventory Count Checklist