Most restaurants think charm pricing (€19.95) always beats round prices (€20.00) – but that's not true. Round numbers actually feel more premium and trustworthy for upscale dining, expensive wines, and exclusive dishes. Sometimes ditching the €X.95 trick strengthens your brand more than it hurts your wallet.
When round prices work better
Charm pricing (€19.95 instead of €20.00) doesn't always win. Certain situations and customer groups respond better to round numbers:
- Premium positioning: €50.00 feels more exclusive than €49.95
- Easy calculations: guests can quickly figure out what they're spending
- Trust: no 'cheap tricks', transparency
- Faster checkout: less change needed, quicker payment processing
💡 Example - Fine dining restaurant:
Two similar restaurants, same quality:
- Restaurant A: Main course €32.95
- Restaurant B: Main course €35.00
Restaurant B feels premium, A feels like they have to 'compete' on price.
By business type and customer group
Your concept and clientele determine whether round or charm pricing works better:
Round prices work better for:
- Fine dining: €45, €65, €85 per dish
- Wines above €30: €40, €50, €75 per bottle
- Business customers: calculate quickly, appreciate transparency
- Group packages: €35 per person is clearer than €34.95
- Premium cocktail bars: €12, €15, €18 per cocktail
Charm pricing remains effective for:
- Casual dining: €16.95, €21.95 feels more affordable
- Family businesses: parents calculate more carefully
- Lunch menus: €12.50 attracts more than €13.00
- Delivery: online customers are price-sensitive
⚠️ Heads up:
Don't mix round and charm prices on the same menu. Choose one system and stick with it consistently. Otherwise you'll confuse your guests.
Impact on revenue and margin
Round prices can boost your revenue per guest, even if prices are higher. After managing kitchen operations for nearly a decade, I've seen restaurants increase profits by 15-20% just by switching their pricing strategy.
💡 Example - Revenue calculation:
Bistro with 100 covers per day:
- Charm pricing: avg. €23.50 per person
- Round prices: avg. €25.00 per person
- Difference: €1.50 per guest
Extra revenue: €1.50 × 100 × 6 days × 52 weeks = €46,800 per year
But watch your food cost. If you go from €23.95 to €25.00 (+4.4%), you need to keep your ingredient costs under control. With the same ingredient costs, your food cost percentage automatically decreases.
Test in practice
Test what works for your business and guests. Try round prices for a month on selected dishes:
- Measure revenue per guest before and after the change
- Check feedback: do guests complain about price increases?
- Compare sales numbers of adjusted dishes
- Calculate margin impact per dish
With tools like KitchenNmbrs you can see your food cost percentage per dish directly, even after price changes. This way you can check if round prices improve your margin.
How do you choose between round prices and charm pricing?
Analyze your target audience and concept
Fine dining and business customers appreciate round prices. Families and price-conscious customers respond better to charm pricing. Determine what fits your concept.
Test on a selection of dishes
Choose 3-5 popular dishes and adjust the pricing. Measure revenue per guest and sales numbers for 4 weeks. Compare with the previous period.
Calculate the impact on your margin
Check if your food cost percentage improves with higher prices. If you go from €23.95 to €25.00 with the same ingredient costs, your food cost automatically decreases.
✨ Pro tip
Test round prices on your 5 highest-margin dishes for exactly 30 days. If revenue per table increases without losing covers, you've found your sweet spot.
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
Can round prices increase my revenue?
Yes, especially for premium concepts. Guests accept higher round prices more easily than you'd think, especially if the quality matches. Test it on a few signature dishes first.
Does my entire menu need round prices?
No, but stay consistent within categories. All main courses round, all appetizers charm pricing. Don't mix them on the same page or guests get confused.
Do round prices work for delivery too?
Less effective online. Digital customers compare prices more carefully and expect deals. Charm pricing (€16.95) often converts better than round prices (€18.00) for delivery platforms.
How do guests react to switching to round prices?
If you improve quality or presentation simultaneously, they barely notice. Frame it as 'menu simplification', not as a price increase.
Which price points should I round up to?
Dishes above €20 can usually handle rounding. From €18.95 to €20.00 feels natural. But €12.95 to €15.00 is too big a jump for most concepts.
Should I round wine prices differently than food?
Premium wines above €40 benefit most from round pricing – it signals quality. But house wines under €25 often sell better with charm pricing since customers are more price-conscious.
📚 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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