The menu & pricing
The menu is your most important seller. Keep it short, price it clearly and use photos that make people hungry.
A good pizza menu has 10 to 15 pizzas, not 60. Price them like this: ingredient cost times three or four. If the ingredients cost SEK 30, the pizza should cost SEK 110 to 130. Keep the classics that sell and add two or three signature pizzas of your own.
Fewer pizzas, better pizzeria
Older pizzerias often carry 60 pizzas on the menu. That slows everything down: more ingredients, more waste and harder choices for the customer. The best newer pizzerias run with 10 to 15 pizzas and make each one better.
- The classics must be there: Margherita, Vesuvio, Capricciosa, Hawaii, Kebab pizza
- Two or three house specials that only you have. They create talk.
- One vegetarian and one spicy option. People always ask for them.
- Salad, drinks and something sweet. Done.
Work out the right price the simple way
Many pizzerias charge too little. Write down what the ingredients in one pizza cost and multiply by three or four. That is your price. Lower than that and you are almost working for free.
- Example: dough SEK 5 + sauce SEK 3 + cheese SEK 12 + topping SEK 10 = SEK 30 -> price SEK 110 to 130
- Do not just compare yourself with the place next door. Calculate your own costs.
- Raise prices a little every year. Five kronor barely shows, but it saves your margin.
Photos sell more than words
People order with their eyes. Photograph your ten best sellers in daylight and use the photos everywhere: on the menu, on Google and in the ordering app. If you use online ordering through something like Lumit, the same photos do the job there too.
- Photograph the whole pizza from above in daylight
- Use the same name and price on the wall, at the till and online
- Write what is on the pizza. No secrets.
- Mark what is spicy, vegetarian and what contains pork
Tools for the menu
Make the menu look good without hiring a designer:
Canva
Free designReady-made menu templates you can edit yourself. Works well in Swedish and the free version goes a long way.
Go to pageVistaprint
PrintingPrint menus, flyers and stickers cheaply. Upload your Canva design and get everything delivered in a few days.
Go to pageFiverr
Hire helpFreelancers who make menus and logos for a few hundred kronor. Check previous work first.
Go to pageCommon questions
What should a pizza cost in 2026?
A regular pizza costs SEK 110 to 140 in most towns, more in the big cities. What matters most is that the price covers ingredients times three to four. Compete on quality, not on being cheapest.
Should I put kebabs and salads on the menu too?
Kebabs, salads and a few wraps go well with pizza and lift lunch sales. But start narrow. It is easier to add than to remove.
How often should I change the menu?
Review the prices once a year. Remove pizzas that nobody orders. Otherwise, leave it alone. Regulars want to recognise it.
Menu done? Now you need people.
Hire the right way without hassle. Wages, contracts and schedules.