The research recommends that marketers think about dollars instead of percentages. If restaurants hold onto their mark- ups, but experience a 50% drop in volume, they are worse off than if they were to drop prices and keep a strong volume. The vast majority of restaurants have gotten away from a straight three-time markup across an entire list. Additionally, restaurants need to recognize the fact that certain staples, such as Opus One or Dom Perignon, act as barometers diners generally know how much the wine costs, and look to these selections as benchmarks on list pricing. Dom Perignon Champagne.
