If you run a restaurant, you probably know your total sales like the back of your hand. But do you know how much of that comes from food, liquor, beer, or wine? And which one actually makes you the most money?
The truth is that not all sales are created equal. Every category has its own cost structure, pricing strategy, and margin potential. Understanding how each one performs is key to keeping your business profitable, especially when food costs rise and customer preferences shift.
Let’s take a closer look at how each part of your menu contributes to your bottom line and how to strike the right balance by breaking down restaurant sales.
Why Tracking Restaurant Sales by Category Matters
When you lump all your sales together, it’s easy to miss what’s really going on. You might be hitting your overall revenue target but losing profit where it matters most. Food might be generating most of your sales, but your drinks could be quietly carrying your margins.
For example, a $25 entrée might cost you $8 in ingredients, while a $12 cocktail might only cost $2 to make. That difference matters, and breaking down sales by category gives you a clearer picture of what’s working and what can be improved.
At Vast, we help restaurant owners track these numbers every month so they can make decisions based on data, not guesswork.
What Is a Healthy Restaurant Sales Mix?
Every restaurant’s sales mix looks a little different. Some rely heavily on food sales, while others see strong performance from their bar program. What matters most is understanding how much each category costs you to produce and what kind of margin it delivers.
Here’s a simple rule of thumb for cost of goods sold (COGS) benchmarks across categories:
- Food cost tends to fall between 28% and 35% of food sales.
- Liquor typically runs between 15% and 18% of sales.
- Draft beer averages 15% to 20%, while bottled or canned beer can run higher, around 24% to 28%.
- Wine can range widely, often 25% to 40%, depending on the mix of glass pours versus higher-end bottles.
These numbers show why beverages often carry the strongest margins. Food keeps guests coming through the door, but drinks are what boost your profitability.
Food Sales: Maximizing Your Margins
For most restaurants, food sales make up the bulk of total revenue. But because food costs are higher and more variable, it’s also where margins can disappear the fastest. To understand your margins, start by calculating your food cost percentage.
Food Cost % = (Total food cost for the month ÷ Food sales) x 100
If you’re consistently over 32%, it’s time to dig deeper. You might be dealing with waste, portion inconsistencies, or pricing that hasn’t kept up with rising ingredient costs.
To fix this, you can start by making small adjustments, like standardizing portions, cross-utilizing ingredients, and tightening up inventory practices. These processes can make a huge difference in lowering your food cost percentage over time.
Liquor Sales: Your Restaurant’s Hidden Profit Center
If there’s one category that consistently boosts profits, it’s liquor. A well-priced cocktail menu can do wonders for your bottom line, but it requires discipline. Overpouring, freebies, and inconsistent recipes can quickly erode those margins.
Keep your pour sizes standardized, monitor inventory closely, and train your bartenders to make drinks consistently. A great cocktail program doesn’t just raise your average check; it keeps guests excited to come back.
Remember, it’s not just about the premium spirits. Signature cocktails built around cost-effective bases and unique ingredients often deliver the best bang for your buck.
Beer Sales: Volume, Consistency, and Guest Loyalty
Beer doesn’t usually carry the same profit margins as liquor, but it plays an important role in driving steady and reliable sales, especially in casual dining or brewpub settings. The key is to keep a close eye on keg yield and waste. Spillage, foam, and overpouring can add up quickly.
If you offer draft beer, make sure your system is well-maintained and staff are trained on proper pours. For bottled and canned selections, rotate stock regularly and monitor what’s actually selling. Beer might not have sky-high margins, but it can anchor your drink sales with volume and repeat customers.
Wine Sales: Balancing Upscale Appeal and Healthy Margins
Wine can be one of your strongest profit drivers or a source of wasted inventory. That’s because the range of options and price points is so broad, it’s easy to end up with a list that looks great on paper but ties up cash in slow-moving bottles.
Start by tracking wine sales separately and reviewing which bottles actually move. By-the-glass programs are often best for maintaining healthy margins and avoiding spoilage. House wines and mid-tier bottles tend to offer the best return. High-end bottles can elevate your brand, but make sure they’re priced correctly and stored properly.
Training your servers to confidently suggest pairings or recommend upgrades is another simple way to grow your wine revenue without overhauling your list.
Optimize Your Restaurant Sales Mix With Vast
Many restaurants find that a few small shifts, like updating menu prices or refining drink portions, can move their profit margins by several percentage points. That’s money straight to your bottom line.
At Vast, we help restaurant owners do exactly that. We segment your food and beverage sales so you can see what’s really driving your profits. With the right visibility, you can make smarter decisions, run a leaner operation, and still deliver an incredible guest experience.
If you’d like to see where your mix stands or find out how your margins compare to industry benchmarks, reach out to us.
We’ll help you break down your numbers and build a plan to keep your restaurant profitable all year long.