I don't know if anyone watches the TV show Restaurant Impossible but last evenings show highlights the tremendous challenges in running a restaurant profitably. In the one case the woman was selling beers for a dollar and cocktails for 3 dollars.The host pointed out that the average price for a cocktail in her area was $5.50 which could add $3,000 to her monthly income.  When asked why hers were so much lower she said that it was to attract customers. Interesting, since she had asked to be on the show to save her failing restaurant.