This document discusses objective pricing methods for menus, including simple mark-up pricing and contribution margin pricing. Simple mark-up pricing involves marking up ingredient or prime ingredient costs by a multiplier to achieve the desired food cost percentage. Contribution margin pricing determines the average contribution margin per guest needed to cover non-food costs and profit, and uses this to calculate the base selling price for a menu item based on its food cost. Finally, it notes that the base selling price is further adjusted based on factors like value, supply and demand, volume, competition, and unique sales propositions.