Free extras for regular guests might seem nice, but they often cost you more than you think. An extra beer here, a dessert there - it feels like good customer service, but it quietly eats away at your margin. In this article, you'll learn how to change this culture without losing your guests.
Why free extras are a problem
Many hospitality entrepreneurs underestimate the impact of free extras. A beer for €3.50 here, a dessert for €7.50 there - it feels like small gestures. But add it up over a year and you'll be shocked at the amount.
💡 Example:
You give away 5 free beers (€3.50) and 3 free desserts (€7.50) to regular guests every week:
- Beers: 5 × €3.50 = €17.50/week
- Desserts: 3 × €7.50 = €22.50/week
- Total per week: €40.00
Total per year: €2,080
That's money that goes straight off your profit. And that's not even counting the ingredient costs you're also losing.
First, measure what you're really giving away
Before you can change anything, you need to know how much you're really giving away. Many entrepreneurs underestimate this because they only think about the big gestures, not all the small extras.
⚠️ Watch out:
Count the small things too: extra bread, double portion of sauce, upgrade from fries to salad, free coffee after the meal. It all adds up.
Keep track for a week of everything you give away for free. Write down the selling price for each item. You'll be amazed at the total amount.
The hidden costs of free extras
Beyond the direct costs (the selling price you're missing out on), there are also hidden costs:
- Ingredient costs: Free items also cost you money to purchase
- Labor time: Extra preparation and serving takes time
- Expectations: Guests will start to see it as normal
- Unfair competition: Other guests pay full price
💡 Example:
A free dessert worth €7.50 costs you:
- Ingredients: €2.25 (30% food cost)
- Lost revenue: €7.50
- Labor time: €1.50 (5 min at €18/hour)
Real cost: €11.25 per free dessert
How to change the culture
Changing a "free extras" culture requires strategy. You don't want to offend your regular guests, but you do want to protect your margins.
Start with new guests: From now on, don't give new guests any free extras. They don't know the "old" culture and won't miss it.
Replace with a discount: Instead of free items, give your regular guests 10% off their bill. This still feels like appreciation, but costs you less.
💡 Example:
Regular guest orders for €45:
- Free dessert (€7.50): costs you €11.25
- 10% discount (€4.50): costs you €4.50
Savings: €6.75 per guest
Communicate the change honestly
Be honest with your regular guests about why you're doing this. Most will understand that a restaurant needs to be profitable to stay in business.
Example script: "We're adjusting our service to be fairer to all guests. Instead of giving away free items occasionally, you'll now always get 10% off as regular guests."
⚠️ Watch out:
Some guests won't be happy about the change. That's normal. Most real regular guests keep coming for the atmosphere and quality, not just for the free extras.
Alternatives that actually work
There are ways to appreciate regular guests without sacrificing your margin:
- Loyalty program: After 10 visits you get 1 free
- Fixed discount card: 10% off everything
- Special menus: Exclusive dishes only for regular guests
- Reservation benefit: Regular guests can always reserve, even on busy nights
These alternatives cost you less and often feel more valuable to guests than random free extras.
How do you tackle the free extras culture? (step by step)
Measure what you're really giving away
Keep track for a week of everything you give away for free to regular guests. Write down each item with the selling price you're missing out on. Add this up and multiply by 52 for the annual amount.
Calculate the real costs
For each free extra, also add the ingredient costs and labor time. A free dessert worth €7.50 often costs you more than €10 in real costs.
Choose an alternative system
Replace free extras with a fixed discount percentage (for example 10%) or a loyalty program. This gives you more control over costs.
Communicate honestly with regular guests
Explain that you're changing the system to be fairer to all guests. Emphasize that they're still appreciated, just in a different way.
Train your staff
Make sure all your employees know the new policy and can explain it. Nobody should give away free extras spontaneously without permission.
✨ Pro tip
Start by measuring one week. Add up everything you give away for free and multiply by 52. That annual amount will motivate you to actually make a change.
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
What if regular guests get angry about the change?
Some guests will indeed be unhappy. Explain that your restaurant needs to be profitable to stay in business. Most real regular guests usually understand this.
How much discount can I give without making a loss?
This depends on your margins. With an average food cost of 30% and labor costs of 35%, you can usually give 10-15% discount without making a loss.
Can I completely eliminate free extras?
Yes, you can. Many successful restaurants never give free extras. Focus instead on excellent service and quality as a way to appreciate guests.
How do I prevent staff from secretly giving away free extras anyway?
Make clear agreements and check regularly. Explain why this is important for the restaurant's survival. Don't give staff permission to decide on free extras themselves.
Isn't a loyalty program more expensive than giving away free items occasionally?
No, because with a loyalty program you control when and what you give away. With spontaneous free extras, you don't have that control and costs can spiral out of control.
📚 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.
Give your team insight into the numbers
When your team understands what dishes cost, their behavior changes. KitchenNmbrs makes food cost visible to everyone in the kitchen. Start your free trial.
Start free trial →