Full English plates look simple. But extras, portion creep, and VAT quickly erase margin.
This guide helps UK cafes and pubs price full English breakfasts with portion math, add-on rules, and VAT-inclusive pricing.
Quick Summary
- Price by portion weight, not by item name
- Build a standard plate, charge for extras
- Use VAT-inclusive formulas every time you update prices
- Review prices when food inflation or wages move
The VAT Math You Must Get Right (UK)
Customer-facing menu prices are VAT-inclusive. The standard rate is 20%.
VAT-inclusive price = Net price x 1.20
Net price = Menu price ÷ 1.20If you target a 30% food cost on a net price, you must convert it to the VAT-inclusive menu price.
2026 Cost Signals to Watch
- UK food and non-alcoholic beverage CPIH ran at 4.5% year-on-year in Dec 2025.
- The National Living Wage rises to £12.71/hour from April 2026.
If you sell breakfast all day, small cost moves hit fast. Build price reviews into your calendar.
Portion Standards to Lock In
- Bacon rashers per plate
- Sausage count
- Egg count
- Beans portion (oz)
- Mushrooms + tomato portion (oz)
- Toast slices
Example: Standard Full English Plate
Assumptions (example):
- Bacon: 2 rashers
- Sausage: 1
- Eggs: 2
- Beans: 4 oz
- Mushrooms: 2 oz
- Tomato: 1 half
- Toast + butter: 2 slices
- Oil/seasoning: £0.10
Cost Breakdown (Example Supplier Pricing)
| Item | Portion | Unit Cost | Line Cost |
|---|---|---|---|
| Bacon | 2 rashers | £0.30 each | £0.60 |
| Sausage | 1 | £0.55 each | £0.55 |
| Eggs | 2 | £0.20 each | £0.40 |
| Beans | 4 oz | £0.06/oz | £0.24 |
| Mushrooms | 2 oz | £0.08/oz | £0.16 |
| Tomato | 1/2 | £0.15 | £0.15 |
| Toast + butter | 2 slices | £0.09 each | £0.18 |
| Oil/seasoning | 1 portion | £0.10 | £0.10 |
| Total plate cost | £2.38 |
Target net price for 30% food cost:
£2.38 ÷ 0.30 = £7.93VAT-inclusive menu price:
£7.93 x 1.20 = £9.52Menu price range: £9.25-£9.95
Add-On Pricing Rules
- Extra bacon and extra sausage are paid add-ons
- “Upgrade to avocado” should be priced like a side
- Unlimited toast is a margin leak
Quick Checklist
- Standard plate defined
- Add-ons priced separately
- Portions trained + measured
- VAT-inclusive prices verified
Automate It
KitchenCost updates food cost and pricing targets when supplier prices change. If manual updates are eating your time, automate it with KitchenCost.