How To Do Fixed Price Menus the Right Way

Customers looking at a fixed price menu

Fixed price menus, also known as prix fixe menus, have long been a staple in Europe, but it wasn’t until the 2009 recession that we really saw them take off in the states. Typically offering a 3-course combination consisting of an appetizer, entrée and dessert, the prix fixe menu was initially employed to draw in customers during a sluggish economy. Since then customers in the states have become more familiar with fixed price menus, with many relishing the chance to enjoy special dishes not ordinarily seen on the menu or just happy to score a good meal on a night out.

For chefs and owners, prix fixe menus are a great marketing opportunity to bring new customers in the door, exercise some creativity, and even use it as a “tasting” opportunity for new additions to the regular menu. Prix fixe menus also work well for special events and holidays that almost guarantee a busy night—not only does it ease the pressure on the kitchen, but did you know you can turn more tables as well? When you take the guesswork out of ordering, customers can make faster decisions on their dinner.

Would Fixed Price Menus Make Sense For Your Restaurant?

First things first: Should you offer a fixed price menu in your restaurant? Let’s be honest, in some cases a prix fixe menu is little more than a fancy combo meal. There are benefits to offering a prix fixe menu in your restaurant, including accurate estimates for your price per head and more efficient kitchen service. However, keep in mind that some prix fixe menus might scare diners away who don’t want to make that initial financial commitment or prefer freedom of choice while ordering.

Ultimately you have to consider your objective with a prix fixe menu. Is it to increase your price per head by slightly raising the guest check size? Is it to drum up business on traditionally slow nights? James Beard Award Winning Restaurant, Frasca Food and Wine, hosts a regular, special Monday night prix fixe tasting menu at half the cost of their regular prix fixe menus; they often book out weeks in advance.

There are many ways that restaurants to incorporate a prix fixe menu at your restaurant, and choosing the right approach will be key to its success:

Prix Fixe Only

There are only a handful of restaurants that can pull off an entirely prix fixe only menu option for diners. Typically those restaurants have attained a high level of notoriety (think The French Laundry) and have become destination-style restaurants who’ve obtained the notoriety for prix-fixe only menus.

Prix Fixe for Lunch

Fine dining restaurants who are popular in the evening but want to drum up their lunch service may consider offering prix fixe menu. Diners who might find your restaurant too expensive to visit at dinner will jump at the opportunity to visit at lunch, which could be less than half of the cost of your dinner service.

Prix fixe Alongside an A La Carte Menu

Offering both a prix fixe menu and your a la carte menu might dispel customer concerns, but it could prove challenging for your front and back of house to execute. Should you choose to offer both menus, consider making your prix fixe menu a limited offering of your regular a la carte menu to minimize strain on the kitchen.

Holidays and Special Events

Holidays like Valentine’s Day or special events like Restaurant Week are guaranteed to be a busy night of service for all involved. During these occasions a prix fixe menu can go a long way to streamlining orders and helping the kitchen execute dishes consistently. Additionally, prix fixe menus also help you turn more tables because there’s far less decision-making that customers need to do. As a result, you may find yourself being able to accommodate a third turn over the course of the evening.

Fixed Price Menus: Planning and Pricing

So you’ve decided to offer a prix fixe menu at your restaurant—great! Now’s the tricky part: what are you going to feature on your menu? Fixed price menus take many forms. You might use a prix fixe menu as a limited offering of easy-to-execute dishes on your regular menu. Or maybe it’s an opportunity for your chef to get creative with new ingredients or test out potential regular menu additions. Whatever you decide, make sure that it makes sense for your brand and concept, “I believe with my whole heart that you have to represent yourself,” says Chef and Owner of D Bar, Keegan Gerhard.

Pricing your prix fixe menu will be similar to the way you approach you’re a la carte menu. Keep in mind however, that if you offer a la carte items on your prix fixe menu customers can and will directly compare pricing to determine the value of the prix fixe menu, and whether they are getting a good deal or not. Generally, customers who order from a prix fixe menu are waiving their freedom of a la carte by limiting themselves to your selections, so make sure you’re giving them the value they’re looking for.

If you’re concerned about the price point of your prix fixe menu, consider upsell opportunities. Wine pairings compliment prix fixe menus extremely well, particularly when marketed as a curated experience by your chef and Sommelier or bar manager. Offering additional menu items (like more expensive cuts of meat or shaved black truffles) for an additional supplement can also help grow your check. For those offering a prix fixe menu alongside an a la carte menu, try to avoid plates that require the most touches; this will help minimize room for error. As 5280 Food Editor, Denise Mickelsen shares, “[Diners] don’t need a fancy plate, they need a well-executed plate.”

And don’t forget dessert. Historically desserts have the lowest margin simply due to their price point. That’s why Chef/Owner Andrea Frizzi of Il Posto prefers to leave dessert off his prix fixe menu knowing that those who want to share a dessert at the end of the meal will do so if they want it.

Promoting Your Prix Fixe Menu

Everything from the décor, to service and food in your restaurant is a marketing opportunity, and your prix fixe menu is no different. Make your prix fixe menu shine with tantalizing descriptions that’ll make customers drool, “People want to read yummy food words” says Mickelsen. Not only will your menu entice customers to take a chance on you, but it’ll also help you stand out during events like Restaurant Week when you go head-to-head with hundreds of other restaurants.

And don’t forget to measure your menu success! In addition to checking in with guests and gathering feedback about the meal, make sure you give customers a reason to come back again. Hand out cards promoting your next restaurant event or maybe a free cocktail at brunch. If you leverage a reservation management system, check and maintain your customer profiles. You can offer targeted messaging, learn their average check size, visit frequency and much more. It costs more to attract a new diner than acquire repeat business, so train your staff to ask customers if they’ve dined at the restaurant before and save that customer data.

About Natalie Fauble

Natalie Fauble is the Online Marketing Manager - Content & SEO for Tundra Restaurant Supply. As a digital marketer with a passion for the restaurant industry, Natalie helps companies shape their brand through thoughtful, fun and innovative content strategies. When she isn't blogging for Tundra Restaurant Supply you can find her in her vegetable garden or in the kitchen whipping up one of her favorite dishes.

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