"customers do not go to restaurants or order wine to cover the restaurant costs. Customers hire restaurants for many reasons – none of which is to cover its costs.Sempre um gosto aprender sobre preços e pricing com Rags Srinivasan. Trechos retirados de "Why do we pay high price for wines in restaurants?"
There is no validity to the argument that certain markup is good but anything higher than that is not.
So why are wine prices so high in restaurants? Two reasons, either it is a mistake or done with diligence.
If you think wines are overpriced in a restaurant, do not order it. If the occasion warrants it or some else is paying for it, you will, regardless of the price."