Most restaurant owners think mocktails are just expensive soft drinks - they're wrong. These alcohol-free cocktails often require more ingredients and labor than regular drinks, yet many establishments price them like glorified sodas. The result? You're losing money on every Virgin Mojito you serve.
Why mocktails are often unprofitable
Many restaurants see mocktails as a 'cheap alternative' and price them too low. The result: you sell lots of mocktails but don't make money on them. Sometimes you even lose money.
⚠️ Note:
Mocktails often have more ingredients than regular drinks. Fresh juices, syrups, garnish and special sparkling waters cost more than you think.
The right formula for mocktail margin
For mocktails you use the same formula as for other drinks, but watch out for VAT:
Margin % = ((Selling price excl. VAT - Ingredient costs) / Selling price excl. VAT) × 100
VAT on non-alcoholic drinks in restaurants: 9% (not 21% like alcohol).
💡 Example calculation:
Virgin Mojito - selling price €7.50 incl. VAT:
- Selling price excl. VAT: €7.50 / 1.09 = €6.88
- Ingredient costs: €1.85
- Profit per glass: €6.88 - €1.85 = €5.03
Margin: (€5.03 / €6.88) × 100 = 73%
All costs of a mocktail
Include in your cost price:
- Base liquids: fruit juice, sparkling water, tonic
- Flavorings: syrups, purees, fresh herbs
- Garnish: fruit, herbs, straws, umbrellas
- Ice: calculate €0.05-0.10 per glass
- Glass: depreciation + washing (calculate €0.10-0.15)
💡 Example cost price Virgin Mojito:
- Fresh lime (1/4 piece): €0.25
- Mint (5 leaves): €0.15
- Cane sugar (10g): €0.05
- Sparkling water (200ml): €0.30
- Lime slice garnish: €0.15
- Ice + glass: €0.15
Total cost price: €1.05
Standard margins for mocktails
From tracking this across dozens of restaurants, these margins work:
- Budget restaurants: 65-75% margin
- Casual dining: 70-80% margin
- Fine dining: 75-85% margin
- Bars and lounges: 80-90% margin
These margins seem high, but they compensate for the lower selling price versus alcoholic cocktails.
Pricing strategy for mocktails
Position your mocktails not as a 'cheap alternative' but as a full drinking experience:
💡 Pricing example:
If you charge €12-15 for cocktails:
- Premium mocktails: €8-10 (60-70% of cocktail price)
- Standard mocktails: €6-8 (50-60% of cocktail price)
- Simple mocktails: €4-6 (40-50% of cocktail price)
Special considerations for mocktails
Fresh ingredients: Fresh juices and herbs have a short shelf life. Factor in waste in your cost price (5-10% extra).
Seasonality: Fresh fruit prices vary greatly. Update your cost price monthly.
Portion size: Mocktails are often served larger than regular drinks. Watch your ml per portion.
⚠️ Note:
Always calculate with the price excl. VAT. Mocktails fall under 9% VAT, not 21% like alcohol.
Digital help with mocktail cost prices
Manually tracking all ingredients and recalculating takes a lot of time. An app like KitchenNmbrs helps you to:
- Manage all mocktail ingredients centrally
- Calculate cost prices automatically
- See margins per mocktail directly
- Update seasonal prices without recalculating everything
How do you calculate the margin on mocktails? (step by step)
Gather all ingredient costs
List all ingredients: base liquids, syrups, fresh ingredients, garnish and ice. Also include glass and washing costs (approximately €0.10-0.15 per mocktail).
Calculate cost price per portion
Add up all ingredient costs for one mocktail. Don't forget to factor in waste (5-10% extra for fresh ingredients that spoil quickly).
Determine your desired margin
Choose a margin between 65-85% depending on your concept. Then calculate your minimum selling price: cost price / (1 - desired margin). Add 9% VAT for the final price.
✨ Pro tip
Analyze your top 3 mocktail performers every 2 weeks for margin drift. Fresh ingredient costs can spike 40% without warning, especially for seasonal fruits like berries or stone fruits.
Calculate this yourself?
In the KitchenNmbrs app you can do this in just a few clicks. 7 days free, no credit card.
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Frequently asked questions
What VAT applies to mocktails?
Mocktails fall under the reduced VAT rate of 9%, just like food and non-alcoholic drinks in restaurants. Alcohol has 21% VAT.
What is a good margin for mocktails?
Between 65-85%, depending on your concept. Budget restaurants are around 70%, fine dining can achieve 80-85% through premium ingredients and presentation.
Should I price mocktails cheaper than cocktails?
Yes, but not too much. Mocktails cost 50-70% of your cocktail price. They are full drinks, not a cheap alternative.
How do I factor in waste for mocktails?
Add 5-10% extra for fresh ingredients like herbs, fruits and homemade syrups. These have a short shelf life and are lost more quickly.
📚 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.
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