The commercial discipline of setting prices for dishes on a menu to achieve profitability without deterring customers. Effective menu pricing balances food cost percentages, typically targeting 25 to 35 percent for most dishes, against labour, overheads, and desired margins, while considering competitor prices and what the market will bear. Techniques include psychological pricing, highlighting high-margin signature dishes, and engineering the menu layout to guide choices. Prices must also reflect portion value and quality cues: too low suggests poor quality, too high drives diners away. Regular review keeps pricing aligned with ingredient cost movements and business goals.