{"id":149645,"date":"2025-07-25T01:09:26","date_gmt":"2025-07-25T01:09:26","guid":{"rendered":"https:\/\/pizzatoday.com\/?post_type=topics&p=149645"},"modified":"2025-09-02T18:52:42","modified_gmt":"2025-09-02T18:52:42","slug":"soda-the-no-1-pricing-decision-youll-make-mikes-monthly-tip","status":"publish","type":"post","link":"https:\/\/pizzatoday.com\/news\/soda-the-no-1-pricing-decision-youll-make-mikes-monthly-tip\/149645\/","title":{"rendered":"Soda: The No. 1 Pricing Decision You\u2019ll Make | Mike\u2019s Monthly Tip"},"content":{"rendered":"

You know what people notice most on your menu? Your highest-priced item. If the pizza is over $30 \u2013 even if it feeds eight \u2013 the average customer thinks, \u201cOh, wow, that\u2019s an expensive pizza.\u201d That\u2019s the one they talk about, compare and critique.<\/p>\n

You know what they rarely, if ever, notice? The soda price.<\/p>\n

It\u2019s assumed. Guests walk in expecting to order a drink<\/a>. They\u2019re not studying the menu for it \u2013 especially if it’s not on the physical menu. And by the time they see it on the receipt, the transaction already is complete. For the price-conscious customer, any inclination to complain is usually offset by the name \u201cUnlimited Refill Beverage\u201d or something close to that on the receipt. Truly, this is not an item people fixate on. That makes it your cleanest, open opportunity to create a profit margin<\/a>.<\/p>\n

This is not about being greedy. It\u2019s about being responsible in one of the lowest-margin industries there is. If your restaurant isn\u2019t producing the profit it should, you need to identify areas where you can improve without compromising the guest experience. Soda is that area.<\/p>\n

For dine-in service, the play is clear. Set your price \u2013 $2.50, $2.95, $3.50, $3.95 \u2013 whatever fits your concept. Most guests won\u2019t blink. They see the term \u201cunlimited,\u201d and they\u2019re good. Syrup soda is relatively cheap, requires no prep labor, and the marketing is done for you by big soda corporations.<\/p>\n

If you\u2019re a takeout operation, the best item to carry is 20-ounce bottles. Why? Because cans usually cost around 50 cents each, and you can sell them for as much as $1.95. Meanwhile, a 20-ounce bottle costs you about 75 cents and can sell them for as much as $3.25. That\u2019s $2.50 in profit. A four-pack combo of 20-ounce bottles at $9.95 will out-earn a $4.95 2-liter without question. This is the margin game<\/a>, and if you are a restaurant professional, you must game pricing or it will game you.<\/p>\n

It\u2019s not about what you make once, it\u2019s how you handle items over time, and soda is incremental revenue that stacks fast. Charge one dollar more to 120 customers a day, and you\u2019ll net $43,200 per year! It\u2019s insane how such a small change can produce such a huge result for no new work. Beverage pricing gives you a cushion to offset other choices \u2013 such as the appetizer you price at $13.95 instead of $16 to avoid scaring off guests. Soda absorbs that hit.<\/p>\n

So, ask yourself: Are you making enough on the most ignored item in your operation? You don\u2019t need to overthink it. You just need to start monetizing it properly, because it works and most customers don\u2019t notice it or care the way they would about the price of something else on your menu.<\/p>\n

Mike Bausch\u00a0is the owner of Andolini\u2019s Pizzeria in Tulsa, Oklahoma. Instagram: @mikeybausch<\/a><\/strong><\/p>\n

\"AugustRead the August 2025 Issue of Pizza Today Magazine<\/h4>\n

In this issue, we announce Pizza Today\u2019s 2025 Pizzeria of the Year. Find out how the owners turned a failing pizzeria purchase into a fast-growing pizza business. Learn how to make a sourdough starter. It\u2019s Green Season! Green Chile, that is. Explore menu ideas that add New Mexican flavors to your pizza. Find out which strip mall locations work best for pizzerias \u2013 and how to maximize traffic. Discover why pizzerias are going with custom mobile apps to capture sales and return visits. Tap into addictive bar menu options to increase check averages. Go to the August Issue.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

You know what people notice most on your menu? Your highest-priced item. If the pizza is over $30 \u2013 even if it feeds eight \u2013 the average customer thinks, \u201cOh, wow, that\u2019s an expensive pizza.\u201d That\u2019s the one they talk about, compare and critique. You know what they rarely, if ever, notice? The soda price. […]<\/p>\n","protected":false},"author":62,"featured_media":149628,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","inline_featured_image":false,"footnotes":""},"categories":[3236],"tags":[1218,2325,943,1220],"topic":[3254],"class_list":["post-149645","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-drinks","tag-how-to-become-a-high-profit-margin-operation","tag-profits","tag-soft-drinks","topic-operations"],"acf":[],"yoast_head":"\nSoda: The No. 1 Pricing Decision You\u2019ll Make | Mike\u2019s Monthly Tip - Pizza Today<\/title>\n<meta name=\"description\" content=\"Charge one dollar more to 120 customers a day, and you\u2019ll net $43,200 per year! 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