Earlier quoted context omitted.
2) is the correct answer. Most restaurateurs in Canada (and probably the US) are simply unsophisticated. Most of the restaurants I've worked for and/or run are basically money printing machines (I've been lucky and feel I'm pretty good now) while a few crashed and burned hard (and it was always pretty obvious they would). The example in the article has many, many things wrong with it.
The general rule that I've seen in the handful of UK establishments in which I've chef'd, is that food should be priced by ~tripling the cost of the raw ingredients. It's a pretty inexact science for anywhere small ish with a frequently changing menu - but it doesn't matter. Alcohol also has a big markup, don't get me wrong, but it's not alone. And if you want to know the biggest "free profit" in a restaraunt - it's…
> And if you want to know the biggest "free profit" in a restaraunt - it's postmix soft drinks and tea/coffee.
No, soft drinks lose you money because it's often a replacement for more expensive alcoholic drinks. The typical soft drink here is $3, even a $6 beer will net me more gross profit than the total price of the soft drink. That's why craft sodas, kombuchas, home-made mocktails and the like are de rigueur nowadays...
Tea/coffee is 'free profit' in the sense it's usually an addition at the end of the meal and not everyone will order a digestif.