The menu & pricing
The menu is your best salesperson. A short menu, clear prices and photos that make people hungry.
A good pizza menu has 10 to 15 pizzas, not 60. Price it like this: ingredient cost times three or four. If the ingredients cost 30 kronor, the pizza should cost 110 to 130 kronor. Include the classics that sell – Margherita, Vesuvio, Capricciosa, kebab pizza – and two or three specials of your own.
Fewer pizzas, better pizzeria
Old pizzerias have 60 pizzas on the menu. That makes everything slow: more ingredients, more waste, harder choices for the customer. The best new pizzerias run 10–15 pizzas and make every pizza perfect.
- The classics must be there: Margherita, Vesuvio, Capricciosa, Hawaii, kebab pizza
- Two or three specials only you have – they get people talking
- One vegetarian and one spicy – people always ask for them
- Salad, drinks and something sweet. Done.
Work out the right price – the easy way
Many pizzerias charge too little. Here is how to count: write down what the ingredients in one pizza cost. Multiply by three or four. That is your price. Any lower, and you are working for free.
- Example: dough SEK 5 + sauce SEK 3 + cheese SEK 12 + topping SEK 10 = SEK 30 → price SEK 110–130
- Do not just compare with the neighbour – calculate from your own costs
- Raise prices a little every year. Five kronor goes unnoticed, but it saves your margin.
Photos sell more than words
People order with their eyes. Photograph your ten bestsellers once, in daylight, and use the photos everywhere: on the menu, on Google and in the ordering app. If you have online ordering through Lumit, for example, the same photos do the job there too.
- Shoot the pizza whole, from above, in daylight
- Same names and prices 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 a designer:
Canva
Free designReady-made menu templates you edit yourself. Free for most of what you need.
Visit siteVistaprint
PrintingPrint menus, flyers and stickers cheaply. Upload your Canva design and get everything delivered in a few days.
Visit siteFiverr
Hire helpFreelancers who make menus and logos for a few hundred kronor. Look at their previous work first.
Visit siteCommon questions
What should a pizza cost in 2026?
A regular pizza costs SEK 110–140 in most towns, more in the big cities. The most important thing is that your price covers ingredients times three to four. Compete on quality, not on the lowest price.
Should I have kebab and salads on the menu too?
Kebab, salads and a few wraps go well with pizza and boost 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. Swap out pizzas nobody orders. Otherwise: leave the menu alone. Regulars want to recognise it.
Menu done? Now you need people.
Hire the right way without hassle. Wages, contracts and schedules.