Picture this: you're closing up after a busy Saturday night, but you can't tell if those packed tables actually translated to profitable sales. Your average spend per guest reveals exactly how much each customer contributes to your bottom line.
What is average spend per guest?
The average spend per guest (also called 'average spend per customer' or 'average bill') is the total revenue divided by the number of guests in a specific period.
💡 Example:
Restaurant De Linde had yesterday:
- Revenue: €2.850
- Number of guests: 95
Average spend: €2.850 ÷ 95 = €30.00 per guest
The formula
The calculation couldn't be simpler:
Average spend per guest = Total revenue ÷ Number of guests
⚠️ Note:
Always calculate with revenue including VAT (as shown on your receipt). This reflects what guests actually pay.
Different ways to measure
You can track your average spend across multiple timeframes:
- Per day: Daily revenue ÷ number of guests that day
- Per week: Weekly revenue ÷ total number of guests that week
- Per month: Monthly revenue ÷ total number of guests that month
- Per time slot: Lunch vs. dinner vs. weekend
💡 Example different time slots:
Bistro Het Plein measures per time slot:
- Lunch (12-15h): €18.50 per guest
- Dinner weekdays: €32.00 per guest
- Dinner weekend: €38.50 per guest
This reveals where the most value lies.
What is a good average spend?
This varies dramatically depending on your establishment type:
- Lunchroom/café: €12 - €20 per guest
- Casual dining: €25 - €40 per guest
- Fine dining: €45 - €80+ per guest
- Pizzeria: €18 - €30 per guest
- Bistro/brasserie: €28 - €45 per guest
⚠️ Note:
These figures serve as guidelines only. Your average spend depends on location, concept, price level and target audience.
How to increase your average spend?
If your average spend falls short, try these proven tactics:
- Suggestive selling: Train your staff to recommend side dishes, desserts or wines
- Menu engineering: Place profitable dishes in strategic locations on your menu
- Promote starters: Many guests skip this course, while margins are often high
- Wine pairing: Wine typically has good margins and boosts the bill
💡 Example improvement:
Restaurant Villa increased their average spend from €28 to €34 by:
- Training staff to always recommend a starter
- Featuring wine by the glass more prominently on the menu
- Bringing the dessert menu to the table instead of just asking
Result: €6 extra per guest = €31,200 more revenue per year (at 100 guests/week)
Tracking average spend
Most POS systems calculate this automatically. But if you're tracking manually:
- Record your daily revenue and number of guests
- Calculate your average weekly
- Compare with previous weeks and months
- Watch for trends: is it rising or falling?
From tracking this across dozens of restaurants, tools like KitchenNmbrs can monitor these figures automatically and display trends, so you'll immediately spot if your adjustments are working.
How do you calculate average spend per guest?
Gather your revenue data
Get your POS system or daily report and note the total revenue for the period you want to measure. This should be revenue including VAT, as guests actually pay it.
Count the number of guests
Count how many individual guests you had in the same period. Not the number of tables, but the number of people. A table of 4 people = 4 guests.
Divide revenue by number of guests
Use the formula: Total revenue ÷ Number of guests. The result is your average spend per guest for that period.
Compare with previous periods
See if your average spend is rising or falling compared to previous weeks or months. This helps you recognize trends.
Analyze per time slot
Also calculate separately for lunch, dinner, weekdays and weekends. This way you see where you get the most value and where there's room for improvement.
✨ Pro tip
Track your average spend by time slot over a 4-week period to identify your most profitable service windows. You'll often discover dinner guests spend 40-60% more than lunch customers, helping you focus marketing efforts where they'll generate the highest returns.
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
Should I count children as a guest?
Yes, children who have their own seat and order food count as a guest. Babies on your lap who don't order anything don't.
Do I calculate with revenue including or excluding VAT?
For average spend per guest, always use revenue including VAT. This is what guests actually pay and spend.
What if guests only drink and don't eat?
You count them normally. Your average spend covers all revenue per guest, not just food.
How often should I calculate this?
Daily is ideal, but at least weekly. This way you spot trends quickly and can adjust if needed.
Why does my average spend per day vary so much?
This is normal. Monday lunch differs from Saturday evening. Weather, events and seasons also affect what guests spend.
Is a higher average spend always better?
Not necessarily. If you raise prices but guests leave, you ultimately earn less. Find the balance between price and volume.
Should I track average spend separately for takeout orders?
Absolutely. Takeout customers typically spend 15-25% less than dine-in guests since they don't order drinks or desserts as often. Separating these figures gives you clearer insights into each revenue stream.
📚 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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