Posted 18 March 2003 - 07:19 AM
I think there may be a good bit of inertia on the price point issue. The $50-60 figure is applicable to major metro areas and maybe big steakhouse menus. I'd like to think most restaurants have a big selection in what I call the "sweet spot" price point: The entree price times 1.5 - so if it's Del Frisco's and their sirloin is 39.95, the sweet spot would be $60 or so (ouch). If it's Olive Garden where the top entree is 17.95, the sweet spot should be around $27 or so. That seems like a comfort zone. Though I just wish all the markups on restaurant wine would go down.