Why ‘MKT’ on Menus Left Diners Confused
Three young women learned an expensive lesson about restaurant menus when their steaks cost way more than expected.
Aribella Menold posted her shock on TikTok after getting the bill at a North Carolina restaurant. The damage? Two steaks at $52 each, a kid's grilled cheese for $10, and a baby kale Caesar for $28. With tax and a credit card fee, the total hit $159.14.
"POV: you didn't know what 'mkt' meant on steak menu and now you're paying for it," Menold wrote on the video that's racked up millions of views across TikTok and Instagram.
The 20-year-old told USA TODAY she figured the steaks would cost "around 20 bucks." She and two relatives were dining separately from other family members during vacation. "We just read the menu wrong but come from a big family so we never go out to fancy restaurants too often."
The MKT Mystery
MKT stands for market price—restaurant code for "the price changes based on what we paid for it today." You'll also see it as MP on some menus.
David Ortega, a food economist at Michigan State University, explains it's standard practice for items with volatile wholesale costs. "Instead of constantly reprinting menus, they list the item as market price and adjust based on what they paid to source it."
Fresh seafood tops the list of MKT items. Lobster, oysters, and whatever the boat brought in that morning often carry market pricing. Premium steaks, especially dry-aged cuts, frequently get the MKT treatment too. Seasonal ingredients like truffles? Definitely market price.
Why Prices Swing
Ocean temperatures affect lobster populations. Drought shrinks cattle herds. Summer demand spikes for certain foods. All these factors make wholesale prices bounce around daily.
Katie Thomas from the Kearney Consumer Institute says restaurants use market pricing to stay profitable when ingredient costs shift. "The final price consumers pay may change from one visit to the next."
Right now, beef prices are particularly volatile. Supply chain issues, labor costs, and weather events all contribute to unpredictable swings. Phil Kafarakis, CEO of The Food Away From Home Association, notes that many restaurants are moving to market pricing for their most expensive items to manage these daily cost changes.
The Tariff Factor
New tariffs on imported foods are making MKT prices even more unpredictable. Combined with labor shortages and climate issues, restaurant costs are swinging harder than ever.
"Tariffs and global economic pressures have increased food price volatility," Thomas explains. What cost $30 last month might be $45 today—and restaurants pass that along through market pricing.
How to Avoid Sticker Shock
The solution is simple: Ask your server.
"It's a completely normal and fair question," Ortega says. "That way, there are no surprises when you get the bill."
Good servers might volunteer the information, but don't count on it. When you see MKT or MP next to lobster, steak, or any special, speak up. "How much is the market price today?" takes five seconds and saves potential embarrassment.
Ortega adds an interesting note: Market price doesn't always mean expensive. "In some cases, when there is plenty of supply, you might actually get a deal."
What to Watch For
Beyond seafood and steaks, market pricing shows up on:
Chef's specials built around seasonal ingredients
Specialty imports like caviar
Truffles (both black and white)
High-end tasting menus
Anything described as "fresh daily" or "seasonal selection"
Kafarakis notes that high-end restaurants especially love market pricing. "There is a high likelihood you will see market price and perhaps a tasting menu of items that have been bundled for one meal cost."
The Lesson
Menold's advice after her $159 wake-up call? "Pay attention to details."
She'll definitely ask about MKT prices going forward. "Considering the fact I learned the hard way, I know what it means now."
The viral video sparked debate about whether restaurants should be more upfront about pricing. Some commenters defended the practice as industry standard. Others called it deceptive to hide prices from customers.
Either way, millions of viewers now know what Menold wishes she'd known earlier: When you see MKT on a menu, those three letters are restaurant-speak for "ask first, or prepare for surprises."
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