Pricing Your Pulled Pork to Profit: A Guide to Selling Homemade Sandwiches

There’s something special about a perfectly smoked pulled pork sandwich. The tender juicy meat flavored with spice rubs and infused with wood smoke topped with tangy barbecue sauce, all piled high on a bun. It’s the type of sandwich that draws crowds and gets people lining up.

So if you’ve mastered the art of smoking pork and pulling it to perfection, you may have considered selling your homemade sandwiches. But how much should you charge to turn a profit? What goes into pricing a pulled pork sandwich?

In this guide, we’ll break down the key factors for pricing your pulled pork sandwiches, from costs to competition to perceived value. Follow our tips to price your product right and start selling like a pro.

Calculating Your Costs

The first step in pricing any product is tallying up what it costs you to make it. For a pulled pork sandwich, your costs include

• Pork butt/shoulder – The meat is likely your biggest expense. Calculate cost per pound.

• Wood/charcoal – Fuel for your smoker. Estimate amount used per cook.

• Rub and seasoning – Spices and ingredients for flavor.

• Barbecue sauce – Whether homemade or purchased.

• Buns – Good quality buns or rolls.

• Labor – Your time prepping, smoking, pulling, and assembling.

• Supplies – Things like gloves, foil, butcher paper, etc.

• Overhead – Rent, advertising, licenses, insurance, etc.

Add up all these costs per sandwich and you have your baseline. Now determine what profit margin you want to make on each one. We recommend starting with at least 100% over costs.

So if your total costs per sandwich are $5, price it at $10 minimum to build in profit. You can always experiment with going higher.

Compare to Competition

Next, research the going rates at other local spots selling pulled pork sandwiches, whether food trucks, barbecue joints, cafes or delis. Get a sense for the pricing landscape so you can be competitive.

You don’t necessarily have to match the lowest price, especially if your product is superior. Aim to be in the same ballpark for equivalent quality. Undercutting too much leaves money on the table.

Make sure to factor in sides, drinks and other add-ons if you plan to offer combos. Consider discounts for large volume orders too.

Consider Perceived Value

Pricing isn’t just about covering costs and comparing to others. You also want customers to feel they’re getting a fair deal and great value.

Consider elements that increase perceived value so you can justify higher pricing:

• High quality ingredients – humanely raised pork, artisanal buns, etc.

• Unique spice blends and sauces – your homemade creations.

• Wood smoking process – the time and expertise this requires.

• Hand-pulled pork – not processed or machine-shredded.

• Housemade sides like baked beans and coleslaw.

• Limited availability if you only sell certain days/times.

• Standout presentation – sandwiches that look as good as they taste.

The more value you can build into the product and customer experience, the more wiggle room you have with pricing.

Benchmark $10-$15 For Basic Sandwich

Taking into account costs, competition, and value, a fair retail price for a basic pulled pork sandwich is $10-$15 on average. This covers a standard bun, 4-6 oz of pulled pork, and barbecue sauce.

You can charge towards the higher end of that range if your product is exceptionally high quality. For basic no frills sandwiches, stick closer to $10.

Here are some pricing tips:

• Extra meat/larger portions can be $2-$3 more.

• Offer combo meals with 1-2 sides included.

• Charge extra for premium bread options.

• Have add-ons like slaw, pickles or peppers for $1 each.

• Discount for bulk like selling trays of 6+ sandwiches.

Get creative with menu options and how you bundle items to provide the right options at various price points.

How to Increase Profit Margins

If you want to maximize profits on your pulled pork, here are some strategies:

• Lower overhead – Operate as a home kitchen if regulations allow to avoid commercial rent/leases.

• Minimize waste – Use everything from the smoked pork like bones for beans.

• Buy wholesale – Get bulk deals on ingredients and supplies.

• Simplify the menu – Limit sides and extras requiring more ingredients.

• Raise prices gradually – Increase the baseline price every 6-12 months.

• Charge extra for special requests – Want extra sauce or meat? That’s $2 more.

• Upcharge addons – Price sides, drinks at higher margins.

Finding the optimal balance between profit margins and fair pricing takes some finesse. But focusing on quality and perceived value gives you room to earn more per sandwich.

Factoring In Your Time

Don’t forget to account for your time as part of the costs and overall profit model. Prepping, smoking a pork shoulder for 12-15 hours, pulling the meat, assembling sandwiches – it’s a labor of love but also intensive labor.

When first starting out, calculate your hourly rate desired. Multiply that by the estimated hours for a batch of sandwiches. Add that labor cost to the total to cover your time.

As you scale up volume, try to streamline processes so labor takes less of a bite out of profits. And don’t be afraid to pay fair wages if you bring on staff down the road.

Prices Can Vary By Region

It’s worth noting that pricing will vary across different regions. In competitive markets like Texas or North Carolina with tons of great barbecue joints, prices tend to run lower. $10 may buy you a basic pulled pork sandwich.

But in areas with fewer barbecue options, you can likely charge $13-$15 for a high quality homemade sandwich featuring humanely raised pork smoked low and slow.

Do your homework to understand pricing norms in your city and align appropriately. Undercutting competitors in your area too drastically can hurt everyone’s bottom line.

Consider Offering Sample Sizes

If you’ll be stationed at farmers markets, street fairs or other events, consider offering a sample size pulled pork slider. This allows customers to try your delicious pork without the full sandwich commitment.

Price these small slider samples around $3-$5 to entice people to take the plunge. Make the full sandwiches available for purchase onsite or as pre-orders for pickup.

Once they get a taste, you’ll hook plenty of future customers. Samples get the word out and bring in business.

Adjusting Prices Over Time

Don’t be afraid to gradually raise prices over time as you build a following and reputation. As you gain loyal customers, they’ll be willing to pay a premium for your specialty recipes and smoking skills.

Bump your baseline sandwich price up $1 or so each year to keep up with inflation and rising overhead. If demand keeps pace, it shows you have room to increase within reason.

Be transparent about price hikes rather than trying to slip them through unnoticed. Let your customers know when to expect adjustments.

Enhancing Value to Justify Pricing

Rather than just increasing prices arbitrarily, you can add and improve elements to justify the larger price tag:

• Switch to higher quality artisanal buns baked in-house daily.

• Upgrade from commodity pork to heritage breed pork from humanely raised pigs.

• Expand your homemade sides and salads using seasonal ingredients.

• Offer new signature sauces for customers to try.

• Bring in higher quality wood like oak or pecan vs standard hickory.

• Rent a commercial kitchen for pristine sandwich prep facilities.

Find ways to tangibly enhance the product, experience and ingredients year after year. Deliver an elevated product worthy of elevated pricing.

Price Consistency Matters Too

When you settle on pricing, be consistent across events, farmers markets, and sales channels. Nothing confuses customers more than random price fluctuations.

Have a pricing menu that carries across. If you need to change pricing levels, do it thoughtfully across the board.

Keep your pricing clearly displayed at point of sale as well. Make it easy for customers to know exactly what they’ll pay.

Optimizing Profit Potential

By digging into costs, evaluating competitors, and maximizing perceived value, you can hone pricing on your homemade pulled pork sandwiches. Starting around the $10-$15 retail price point for a basic sandwich is reasonable depending on your local market.

Adjust from there based on special ingredients, sides, and preparation methods that enhance value. Don’t neglect the profit potential from upcharged addons and side combos either.

With some practice, you’ll find the pricing sweet spot that generates profits while keeping your smoking fans happy. Now go fire up that smoker and start pulling some pork perfection!