Ask George: Why don’t some restaurants list drink prices- alcoholic or otherwise-on their menus? Kevin R., St. Louis
Congratulations. That’s an issue that never occurred to me but it's a very good question nonetheless, especially considering the follow-up comment… “I know it’s probably not to scare people, but when they list prices of food items, plus upgrades, side dishes, and add-ons, but not even a single price for beverages, it’s just irritating.”
One industry consultant said he’d never thought about the practice, either; another restaurateur (whose cocktail prices were not listed on his to-go menu), said he never noticed their absence, plans to add prices with the next menu printing since it is apparently of concern.
I see the issue as part of the larger, “prices or no prices” dilemma: some restaurants do not show prices on their in-house menu (Al’s Restaurant) while others avoid listing prices on their online menus (Annie Gunn's, Cardwell’s at the Plaza, 1111 Mississippi, Vin de Set). Still others list each price, but often add “prices subject to change” just to cover themselves. So while the lack of online menu prices may turn some diners off, Paul Hamilton, who owns 1111 Mississippi and Vin de Set, says that for him the opposite is true: his customers are pleasantly surprised when they discover that, all things considered, his restaurants’ prices are quite reasonable.
In the case of beverage prices, several elements come into play:
- Space - Too much menu real estate is required to note the price of every cocktail and brand of beer, so restaurants often use category pricing—Premium Beers are one price, Classic Cocktails are another, etc--if they show any prices at all. And now there’s a tendency to keep pricing even simpler: at restaurants like The Libertine, all craft cocktails are $10, so the customer focuses on the cocktail, not its price.
In regard to non-alcoholic drinks, several factors affect pricing:
- Sticker Shock - Soft drinks are a high-profit center for a restaurant and there’s a temptation to take advantage of that, so often prices are absent. If a customer sees that a Coke costs $2.50, it may be a no sale.
- Competition - The reason some coffeehouses, for example, don’t list drink prices is the apples-to-apples factor. To most customers, a latte is a latte, no matter the source. If you don’t want to be known as the place that’s a quarter more expensive than your competition, then leave the prices off.
- Hassle – Changing online prices for items that tend to fluctuate can be problematic, and depending on the provider, expensive. If you don’t list your prices, you don’t have to change the prices.
Prices notwithstanding, one thing I've never understood is the dearth of online ancillary menus--cocktail, beer, and wine lists; plus martini, dessert, prix fixe, and kid's menus--any of which are capable of reeling in an undecided customer. I know these things menus change, but still...
