The Aisle

Straight, practical answers for people who cook at home, bake to sell, run the pass, or work out of a truck. Twenty questions, no fluff, pulled from the same guidance behind every template in the shop.

20 straight answers 4 Aisles Written for food people, not marketers

Not sure where to start? Find your Aisle.

Answer one question and the flow chart routes you to the questions that actually apply to you.

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Aisle 1

Home Kitchen

For home cooks & families
Question 1

How long does food actually keep in the fridge?

Most people either throw food away too early or keep it far too long. Here are sensible general guidelines for a fridge running at or below 4°C.

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Question 2

Why do my leftovers always go to waste?

Because they go in the back of the fridge and you forget they exist. That is the whole reason. It is not laziness, it is placement.

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Question 3

How do I cut my grocery bill without eating badly?

Not by buying cheaper food. By buying less food you never eat.

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Question 4

What is the right way to freeze food?

Freezing does not improve food. It pauses it. Whatever quality goes in is the best you will get out, so freeze things at their best, not when they are…

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Question 5

How do I plan meals without hating it by Wednesday?

Most meal plans fail because they are too ambitious. Seven new recipes, seven shopping lists, seven chances to give up.

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Aisle 2

Home Baker & Cottage Food Sellers

For home bakers & cottage food sellers
Question 1

What has to go on a homemade food label?

The exact rules depend on where you live — cottage food laws vary by province, state and sometimes city. But nearly everywhere wants the same seven things.

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Question 2

How much should I charge for a custom cake?

Most home bakers charge roughly what the ingredients cost plus a bit, and then wonder why the business never feels worth it. Here is the honest…

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Question 3

Should I take a deposit, and how do I ask for it?

Yes. Always, on anything custom or dated.

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Question 4

What should I put in the box besides the cake?

Something that makes them order again. A cake gets eaten in a day. A card sits on the counter for a week.

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Question 5

What do I need for my first farmers market stall?

More than you think, and most of it is not the food.

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Aisle 3

Restaurants, Cafés & Bars

For restaurant, café & bar owners
Question 1

What food cost percentage should I be aiming for?

Everyone says thirty percent. It is right about half the time.

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Question 2

How do I actually lower my food cost?

Not by buying cheaper ingredients. That is the reflex and it is usually the wrong lever — it lowers quality, which lowers sales, which lowers everything.

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Question 3

What is prime cost, and why does everyone say it matters more?

Prime cost is food cost plus labour cost, divided by sales. It is the single most useful number in a restaurant, and most independents never calculate it.

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Question 4

How many staff should I schedule?

Schedule to your forecast, not to your habit. Most independents schedule the same shape every week because that is what last week looked like.

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Question 5

How do I train new staff without spending my whole week on it?

By writing it down once instead of explaining it forty times.

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Aisle 4

Food Trucks, Catering & Events

For food trucks, caterers & event pros
Question 1

How do I price a catering job per head?

Add up everything, divide by guests, then add your margin. The mistake nearly everyone makes is stopping after the food.

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Question 2

Why do I keep losing catering jobs to cheaper quotes?

Sometimes you are genuinely more expensive. Often the other caterer is simply worse at maths and will lose money on the job. But assuming your price is…

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Question 3

What permits do I need for a food truck or catering business?

This varies more than almost anything else in food, so treat the list below as what to ask about rather than what applies to you.

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Question 4

What goes wrong on event day, and how do I prevent it?

The same six things, at almost every event.

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Question 5

Should I take this festival or event booking?

Run the number before you answer, because enthusiasm is a poor guide.

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