Here's something most restaurant owners get wrong: they think every dish needs to sell well. But what if I told you that one expensive dish you rarely sell could boost profits more than your bestsellers? That's the power of an anchor point.
What is an anchor point and how does it work?
An anchor point works through relative price perception. Guests don't compare prices with the outside world — they compare what's right in front of them. If the priciest dish hits €85, suddenly €32 feels like a mid-range choice instead of expensive.
💡 Example:
Menu without anchor point:
- Pasta carbonara: €18
- Salmon fillet: €26
- Ribeye steak: €32
Guest thinks: "€32 is expensive for a steak"
💡 Example with anchor point:
Menu with anchor point:
- Pasta carbonara: €18
- Salmon fillet: €26
- Ribeye steak: €32
- Wagyu tomahawk (for 2 people): €85
Guest thinks: "€32 is reasonable, much cheaper than that wagyu"
Where do you place the anchor point on your menu?
The position of your anchor point makes or breaks its effectiveness. Guests don't scan menus linearly — their eyes jump around in predictable patterns.
- Top right: Prime real estate for first impressions
- In a separate section: "Chef's specials" or "Premium selection"
- With extra description: "Dry-aged 28 days, served with truffle jus"
- Visually prominent: Box, different color, or star
⚠️ Note:
NEVER hide your anchor point at the bottom. Guests see it too late and it won't shift their price perception of other dishes.
How do you calculate a profitable anchor point?
Your anchor point doesn't need frequent sales, but it must be profitable each time. From tracking this across dozens of restaurants, I've seen too many operators lose money on poorly calculated premium dishes. Calculate with a lower food cost percentage because you're charging premium prices.
💡 Example calculation wagyu:
Wagyu tomahawk 800 grams for 2 people:
- Wagyu meat: €45 (800g at €56/kg)
- Side dishes: €8
- Garnish and sauce: €4
Total ingredient costs: €57
Selling price: €85 excl. VAT = €77.98
Food cost: €57 / €77.98 = 73% → This is way too high!
For premium dishes you want 20-25% food cost. At €85 selling price you can spend maximum €19.50 on ingredients. This means choosing a smaller portion or different cut.
Which dishes work as an anchor point?
Not every expensive dish works as an anchor point. It must be recognizably exclusive, so guests immediately understand the premium pricing.
- Premium meat: Wagyu, dry-aged ribeye, côte de boeuf
- Luxury fish: Whole sea bass, fresh tuna, lobster
- Sharing plates: Mixed grill for 2-4 people
- Seasonal products: Fresh truffles, oysters, game
⚠️ Note:
An expensive pasta or salad won't work as an anchor point. Guests can't justify why that would cost €45 and will think you're overcharging.
Measure the effect of your anchor point
A good anchor point boosts average check value, even if it's rarely ordered. Track this with your POS data.
- Average check value: Before and after introducing anchor point
- Distribution of main courses: Do guests choose pricier options more often?
- Sales of anchor point itself: 1-3% is normal, more is a bonus
Tools like KitchenNmbrs show you exactly which dishes get ordered most and what your average revenue per table looks like.
How do you create an effective anchor point? (step by step)
Choose a recognizable luxury product
Select an ingredient that guests know is expensive: wagyu, lobster, truffles, or dry-aged meat. It must be clear why this costs more than your other dishes.
Calculate the cost price with 20-25% food cost
Work out what the ingredients cost and make sure this is at most 25% of your selling price. At €80 selling price you can spend €20 on ingredients.
Place it prominently on your menu
Put your anchor point top right on the menu or in a separate 'premium' section. Add a brief explanation of why it's special (dry-aged, fresh import, etc.).
✨ Pro tip
Track your anchor point's performance over 6-8 weeks by comparing average check values before and after implementation. If you see a 8-12% increase in average spend without the anchor selling much, you've nailed it.
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
How much more expensive should my anchor point be than my other dishes?
At least 2x as expensive as your most expensive regular dish. If your ribeye costs €32, your anchor point should be minimum €65 to create the psychological effect.
What if nobody orders my anchor point?
That's completely normal and not a problem. An anchor point only needs to represent 1-3% of your sales. The goal is making other dishes seem more affordable, not selling the anchor point itself.
Can I have multiple anchor points on my menu?
One anchor point per category works best. Too many expensive options dilutes the psychological effect and makes your menu feel confusing to guests.
Does this work at lunch or only at dinner?
It works at any meal, but the price differences need to feel realistic. A €45 lunch dish next to €12 salads feels unbelievable and will backfire.
📚 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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