Dish-by-dish benchmarks: what to charge for every Thai staple, how London compares to the regions, and the margin strategy used by profitable operators.
Prices surveyed from 100+ UK Thai restaurants in Q1 2026. Food costs are wholesale averages for an independent operator (not chain-buying rates).
| Dish | Food Cost | London Price | Regional Price | GP Target | Strategy |
|---|---|---|---|---|---|
| Pad Thai (chicken)ผัดไทย | £2.80 | £13.50–£15.50 | £11.95–£13.95 | ~80% | Star dish — keep high |
| Pad Thai (prawn)ผัดไทยกุ้ง | £3.80 | £15.50–£17.50 | £13.95–£15.95 | ~78% | Premium version of star |
| Green Curry (chicken)แกงเขียวหวาน | £3.20 | £15.50–£19.50 | £11.99–£13.00 | ~83% | Highest GP on the menu |
| Red Curry (prawn)แกงแดง | £3.40 | £17.50–£19.00 | £13.50–£15.50 | ~81% | Prestige pricing works |
| Massaman Curryแกงมัสมั่น | £3.50 | £16.00–£18.50 | £12.50–£14.50 | ~79% | Slow-cooked = premium perception |
| Tom Yum (prawn)ต้มยำกุ้ง | £2.90 | £8.50–£11.00 | £6.95–£9.50 | ~72% | Starter portion — upsell to large |
| Tom Kha Gaiต้มข่าไก่ | £2.50 | £8.00–£10.50 | £6.50–£8.50 | ~76% | High margin, push as special |
| Spring Rolls (4pc)เปาะเปี๊ยะทอด | £0.90 | £6.50–£8.00 | £5.50–£7.00 | ~86% | Highest GP starter — push it |
| Fish Cakes (4pc)ทอดมันปลา | £1.50 | £8.00–£9.50 | £6.95–£8.50 | ~82% | Excellent margin starter |
| Papaya Saladส้มตำ | £1.20 | £9.50–£12.00 | £7.50–£9.50 | ~87% | Best GP on entire menu! |
| Pad Kra Paoผัดกระเพรา | £2.40 | £12.50–£14.50 | £10.50–£12.50 | ~81% | Rising popularity — promote |
| Pad See Ewผัดซีอิ๊ว | £2.60 | £12.50–£15.00 | £10.50–£12.95 | ~80% | Noodle dishes all perform |
| Drunken Noodlesผัดขี้เมา | £2.70 | £13.00–£15.50 | £10.95–£13.00 | ~80% | Strong GP, cult favourite |
| Sweet & Sour (chicken)ผัดเปรี้ยวหวาน | £2.60 | £13.00–£15.00 | £10.50–£12.50 | ~80% | Safe choice for cautious diners |
| Cashew Stir Fryผัดเม็ดมะม่วง | £3.00 | £14.00–£16.00 | £11.50–£13.50 | ~79% | Cashews drive up food cost |
| Jasmine Rice (portion)ข้าวหอมมะลิ | £0.25 | £3.50–£4.50 | £2.95–£3.95 | ~93% | Pure profit — never include free |
| Coconut Riceข้าวมะพร้าว | £0.45 | £4.50–£5.50 | £3.50–£4.50 | ~91% | Premium rice upsell |
| Sticky Riceข้าวเหนียว | £0.30 | £4.00–£5.00 | £3.00–£4.00 | ~92% | Authenticity signal — charge for it |
| Mango Sticky Riceข้าวเหนียวมะม่วง | £2.00 | £8.50–£10.50 | £6.50–£8.00 | ~80% | Iconic — charge what it's worth |
| Thai Iced Teaชาเย็น | £0.40 | £4.50–£5.50 | £3.50–£4.50 | ~91% | Drinks are your margin engine |
Shredded green papaya costs pennies. With a £9.50–£12.00 price tag in London, it delivers the best return per plate on the entire menu. Yet most operators bury it in the salad section. Move it to a featured position.
Jasmine rice at £0.25 cost selling for £3.95 = 93% GP. Thai iced tea at £0.40 selling for £5.50 = 91% GP. If you're including rice with mains, you're leaving ~£2–3 per cover on the table. Every table of 4 = £8–12 of pure profit you're giving away.
London Thai restaurants charge 15–25% more on mains than regional ones. But the gap is narrowing — delivery apps have made regional diners comfortable with £14–15 main courses post-pandemic. If you're pricing below £12 for a curry outside London, you're likely undercharging.
Pad Thai, Pad See Ew, and Drunken Noodles all deliver 78–81% GP while being what customers actually order most. A £2.80 food cost Pad Thai at £14.50 in London is £11.70 contribution margin — the workhorse of profitable Thai menus.
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