One of the biggest challenges food vendors face is finding the right price, which brings in profit but keeps customers coming back. If you price too high, people may walk away. The price is too low, and you’ll struggle to cover costs. The good news? There’s a smart way to price your meals so you earn well without scaring off your loyal customers. Let’s break it down.
Start by calculating how much it truly costs to make one plate of food. This includes ingredients, fuel, packaging, and even salt. If you sell jollof rice with chicken, for example, add up everything—rice, oil, seasoning, meat, tomatoes, and sachet water for boiling.
If it costs you GHS 12 to make one plate, that’s your base cost. You should never sell below this amount.
After calculating your costs, add a profit margin—usually between 30% and 50%. So if your plate costs GHS 12 to prepare, a 40% profit would bring the selling price to around GHS 17.
This margin allows you to cover slow days and unexpected price hikes while still leaving with some money in your pocket.
What your customers are willing to pay depends on where you're selling. A plate of food in East Legon may go for GHS 25, while that same plate might sell for GHS 15 in Ashaiman. Your pricing should match the area’s spending power, competition, and the type of customers you serve.
You can also create different portions to cater to different budgets—small, regular, and extra.
Customers don’t always want the cheapest food—they want food that feels worth it. If your portions are generous, your packaging is neat, and the taste is consistent, people will be willing to pay more.
Consider adding small value items like a free sachet of water or tissue. These little things increase perceived value without raising your costs much.
After each day’s sales, calculate what you earned after expenses. Did you sell 20 plates at GHS 17 each? That’s GHS 340. If your total cost for all those plates was GHS 240, you made a GHS 100 profit. Doing this regularly helps you know if your prices are working or need adjusting.
Pricing isn’t just about covering costs—it’s about creating a business that can grow. Know your numbers, be fair to yourself and your customers, and give people a reason to return. You deserve to make a profit from your hard work, and with smart pricing, you’ll do just that.
