Set Menus and Lunch Deals That Pay
Design set menus and lunch deals that fill quiet times without wrecking margin: price the bundle, choose dishes, limit the choice and measure the result.
5 min read
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Key takeaways
- A deal should bring new guests or quiet time sales, not just discount what guests already buy.
- Price the bundle from its real cost, and choose dishes with good margin and fast preparation.
- Limit the choice, set the hours and say what is included so the kitchen and the guest both know.
- Track the deal's sales, margin and effect on full price sales, then keep, change or end it.
In short: a good set menu or lunch deal gives guests a clear choice at a fair price and gives the kitchen a predictable plan. Build it from real costs, aim it at quiet hours or new guests and measure whether it adds profit, not just sales.
About 7 minutes to read. General information. Examples use made up numbers.
Deals are tempting when tables are empty. They can also quietly give away margin on guests who would have paid full price. The difference is design.
Decide what the deal is for
Pick one main goal.
- Fill a quiet time: weekday lunch, early evening, mid week.
- Reach new guests: office workers, students, families.
- Speed service: a short list that the kitchen can plate quickly.
- Move stock: use ingredients that are plentiful and at their best.
- Raise the average spend: a three course set with a drink.
If you cannot say what it is for, do not run it.
Choose the dishes
Good deal dishes are:
- Already on your menu or share ingredients with it.
- Quick to produce at the hour of the deal.
- Good margin: see menu engineering.
- Appealing to the guest you are targeting.
- Free of costly specialities that do not repay the discount.
Keep the choice small, such as two starters, three mains and two desserts. Check each dish's allergens and write them down. See allergens and calories.
Cost the whole bundle
Add up every item and everything else that goes with it.
Use recipe costing and food cost percentage, and check the price against your targets in how to price a menu.
Set the price and the rules
- Price clearly, with an obvious saving or an obvious fair price.
- Set the hours, for example 12:00 to 14:30 on weekdays.
- State what is included: the number of courses, the drink, refills, bread.
- Say what is not included: premium dishes, alcohol, service charge. See tips and service charges.
- Write the rule for groups and takeaway, so staff can answer.
- Limit the time of the offer if it is a trial.
Make it easy for the kitchen
A deal can overload the kitchen at the hour it runs. Check:
- How many covers can you plate in the first 30 minutes?
- Which dishes can be prepped before the rush?
- Does the deal clash with other peak orders, such as delivery?
See ticket times and peak service and the kitchen display guide. If you run out of an item, mark it unavailable at once, so guests are not disappointed.
Set it up in your tools
Whatever you offer, the till and the online menu should show it in the same way.
- Create the deal as a menu item or a bundle with the right options, and check the receipt.
- Check the tax treatment of each part. See VAT and sales tax.
- Add the deal to your online ordering page, QR menu and Google Business Profile with the hours.
DineHarbor point of sale and online ordering let you manage your menu and modifiers in one place; the pricing and the rules remain your decision. Test a full order before you launch.
Promote it
- Put it on your website and ordering page.
- Add the hours to your Google Business Profile.
- Tell local offices and schools, and put a board outside.
- Mention it on social media and to your email list.
Measure the result
Track, before and during the deal:
- Number of deals sold per day.
- Average spend and gross profit per guest.
- Sales at the same time on previous weeks.
- Sales of full price items at the same time.
- Waste and kitchen time.
- Comments and reviews.
DineHarbor reports provide sales comparisons and an hourly view so that you can see whether the quiet hour got busier.
Common mistakes
- Discounting your best sellers.
- Offering too many choices.
- No time limit or hours.
- Forgetting the cost of the drink, the side and the packaging.
- Letting the deal cannibalise full price trade.
- Not telling staff the rules.
Set menus for groups and events
A fixed menu for groups helps you plan the kitchen and the stock, and gives guests a simple price. Agree the numbers and the allergens in advance, collect a deposit if you have a clear policy, and tell guests the timings. See reducing no shows for policy ideas.
A checklist
- Define the goal.
- Choose quick, profitable dishes.
- Cost the whole bundle.
- Set price, hours and rules.
- Check the kitchen can cope.
- Set it up identically on every menu.
- Promote it.
- Measure for four weeks and decide.
Want to try a deal on your own ordering page? Start the 30 day free trial with no card needed.
Questions and answers
What is a set menu?
A fixed price menu with a limited choice of courses, such as a two or three course meal. It helps guests decide and helps the kitchen plan.
How do I price a lunch deal?
Add up the cost of every item in the deal, include packaging if it is takeaway, then set a price that keeps your target gross profit and still looks like value to guests.
Do set menus reduce profit?
They can if they discount dishes guests would buy anyway. They can raise profit when they bring extra guests, shift demand to quiet times and sell items with high margin.
How many choices should a set menu have?
Usually two or three options per course. Fewer choices speed service and cut waste.
Should I advertise lunch deals online?
Yes, on your own website, your ordering page and your Google Business Profile, with the times and what is included, so people searching nearby can find them.
See it in DineHarbor
About the author
Editorial team
The DineHarbor team writes this blog for restaurant owners and managers. Every article is checked against the product before it is published, so what we describe is what the software does.
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