I suppose it means it’s easy to avoid paying the margin by not drinking too much (and healthier too) but it does seem odd that the bit that is so easy for the restaurant is the bit they make so much mark up on. It’s also the bit most of us are most easily able to compare to what we pay off the shelf at the supermarket
It’s because people compare food prices to decide where to eat. Nobody ever compares the wine.
So £9 for pizza seems cheap, let’s go there for our tea. Wham, the bill arrives and you’ve spend more on 2 glasses of Pinot Grigio that you have on food.
And if you are savy you will probably also have a voucher for 50% off the pizza. So sod it, the extra glass of wine is fine since we are getting a cheap meal, oh but now I’m a bit fuzzy I must have that £5 desert that cost the resaurant 30p to make.
Same deal with soft drinks as well, they have the highest mark up of anything, but nobody is sat in a restaurant saying that they could be sat at home drinking a 20p can of coke instead.