Why do so many restaurants struggle to profit from their bottomless brunch offerings? The concept seems straightforward - charge a fixed price for food plus unlimited drinks. But the reality involves complex calculations that can make or break your margins.
What makes bottomless brunch complex?
Normal menu items are simple - you sell per item. Bottomless brunch packages everything together: food plus unlimited drinks for one fixed price. This creates calculation headaches you won't face elsewhere.
The challenge centers on three unknowns:
- How much does an average guest drink?
- Which drinks do they choose (cheap beer or expensive cocktails)?
- How long do guests stay?
⚠️ Note:
Alcoholic drinks carry 21% VAT, not 9%. Many operators forget this detail in their calculations.
The three cost components
Accurate margin calculations require tracking three distinct cost areas:
1. Food cost (the meal)
Calculate exactly like any other dish. Total all ingredients: eggs, bacon, bread, butter, garnish. Apply your standard food cost formula.
2. Drink cost (the beverages)
Here's where it gets tricky. You must estimate consumption during your concept's timeframe (typically 2-3 hours).
3. Additional costs
Consider: extended table occupancy (fewer daily turns), extra staffing needs (intensive service), additional glassware washing.
💡 Example cost calculation:
Bottomless brunch €35.00 incl. VAT (€32.11 excl. VAT at 9%)
- Food (eggs benedict): €4.50
- Drinks (average 4 glasses prosecco at €1.80): €7.20
- Extra service/time: €2.00
Total costs: €13.70 = 42.7% of revenue
How do you calculate average drink consumption?
This calculation forms your concept's foundation. Without solid data, you're gambling with your margins.
Method 1: Track per table
Record consumption for several weeks at each table. Sum totals and divide by guest count. This delivers real averages, not guesses.
Method 2: Use industry guidelines
Standard consumption for bottomless brunch (2.5 hours):
- Prosecco/champagne: 3-5 glasses per person
- Beer: 2-4 glasses per person
- Cocktails: 2-3 per person
- Coffee: 1-2 cups per person
A pattern we see repeatedly in restaurant financials shows operators underestimating drink costs by 15-20% during their first quarter.
💡 Prosecco calculation example:
Bottle of prosecco €8.00 (excl. VAT €6.61), yields 6 glasses
- Per glass: €6.61 / 6 = €1.10
- Average 4 glasses per guest: €4.40
- At €35 sales price (€32.11 excl.): 13.7% of revenue just for prosecco
Handle VAT correctly
This trips up many operators. Your bottomless package contains food (9% VAT) and alcohol (21% VAT). How do you handle this split?
Practical approach:
Calculate your total sales price using 9% VAT. This works fine as long as food represents the main package component.
Bottomless brunch €35.00 → €35.00 / 1.09 = €32.11 excl. VAT
⚠️ Note:
If you're uncertain about VAT rates: verify with your accountant. Wrong VAT reporting creates expensive problems.
Determining bottomless brunch profitability
Rule of thumb: maintain total costs (food + drinks + extra service) below 50% of revenue.
Higher percentages don't leave enough margin to cover fixed expenses (rent, staff, utilities).
💡 Profitability example:
Bottomless brunch €40.00 (€36.70 excl. VAT)
- Food: €5.00 (13.6%)
- Drinks: €8.00 (21.8%)
- Extra costs: €3.00 (8.2%)
Total: €16.00 = 43.6% → Profitable!
Managing concept risks
Bottomless formats carry specific risks:
Heavy drinkers
That table consuming 8 prosecco bottles destroys your margins. Set clear time limits (2.5 hours maximum) and communicate them upfront.
Premium drink selection
If everyone orders expensive cocktails instead of prosecco, you'll lose money fast. Curate your offering to a specific selection.
Extended table occupancy
Bottomless guests linger longer than regular diners. Calculate lost table turns per day and factor this into your costs.
Food cost calculators let you create bottomless brunch as a separate 'recipe'. Include all components: the meal, average drink consumption, additional service costs.
This approach reveals your real margin immediately and lets you adjust costs before they climb too high.
How do you calculate the margin on bottomless brunch?
Calculate the food cost of the meal
Add up all ingredients of your dish: eggs, bacon, bread, butter, garnish. Calculate this like any other dish on your menu.
Estimate average drink consumption
Track for a few weeks how much each table drinks, or use guidelines: 3-5 glasses of prosecco or 2-4 beers per person in 2.5 hours.
Calculate cost per drink
Divide purchase price by number of glasses per bottle. Prosecco €8.00 yields 6 glasses = €1.33 per glass. Multiply by average consumption.
Add extra costs
Add costs for longer table occupancy, extra service, and more dishwashing. Budget approximately €2-3 per person for these extra services.
Calculate total margin
Add food + drinks + extra costs. Divide by sales price excl. VAT. Keep this below 50% for healthy profitability.
✨ Pro tip
Track actual consumption at each table during your first 8 weeks of operation. Record every drink served per guest to establish your real average - many operators discover their initial estimates were off by 20-30%.
Calculate this yourself?
In the KitchenNmbrs app you can do this in just a few clicks. 7 days free, no credit card.
Was this article helpful?
Frequently asked questions
How much does an average guest drink during bottomless brunch?
Typical consumption runs 3-5 glasses of prosecco or 2-4 beers per person over 2.5 hours. Track your own guests for several weeks to establish accurate averages. Industry guidelines provide starting points, but your specific clientele may differ significantly.
What if guests drink much more than expected?
Set firm time limits (2.5 hours maximum) and communicate them clearly at booking and arrival. Consider curating your drink selection to exclude the most expensive options while still offering variety.
What VAT rate applies to bottomless brunch packages?
You can typically apply 9% VAT to the entire package if food represents the main component. However, verify this approach with your accountant since incorrect VAT reporting can create costly problems later.
📚 Sources consulted
- EU Verordening 852/2004 — Levensmiddelenhygiëne (2004) — Official source
- EU Verordening 853/2004 — Hygiënevoorschriften voor levensmiddelen van dierlijke oorsprong (2004) — Official source
- EU Verordening 1169/2011 — Voedselinformatie aan consumenten (2011) — Official source
- NVWA — Hygiënecode voor de horeca (2024) — Official source
- NVWA — Allergenen in voedsel (2024) — Official source
- Codex Alimentarius — International Food Standards (2024) — Official source
- FSA — Safer food, better business (HACCP) (2024) — Official source
- BVL — Lebensmittelhygiene (HACCP) (2024) — Official source
- Warenwetbesluit Bereiding en behandeling van levensmiddelen (2024) — Official source
- WHO — Foodborne diseases estimates (2024) — Official source
Food Standards Agency (FSA) — https://www.food.gov.uk
The HACCP standards shown in this application are for informational purposes only. KitchenNmbrs does not guarantee that displayed values are current or complete. Always consult the FSA or your local authority for the latest regulations.
Written by
Jeffrey Smit
Founder & CEO of KitchenNmbrs
Jeffrey Smit built KitchenNmbrs from 8 years of hands-on experience as kitchen manager at 1NUL8 Group in Rotterdam. His mission: give every restaurant owner control over food cost.
Calculate your cocktail costs down to the ml
Drink margins seem high, but spillage and free pours eat them up. KitchenNmbrs calculates the exact cost price of every cocktail and drink. Try it free.
Start free trial →