Selling and marketing
Donut Wholesale Price: Cost per Dozen and Your Margin (2026)
A clear way to set a donut wholesale price that covers ingredients, labor, and overhead and still leaves you a margin.
On this page
- What a donut wholesale price has to cover
- A worked example: cost per dozen and margin
- Packaging and delivery change your price
- How to set a minimum order and volume price
- How to price different donut types and sizes
- How to build a simple wholesale price sheet
- How to test a wholesale price before you commit
- Mistakes that cost you money on wholesale donuts
- What to check before you agree to a wholesale price
- How to talk about price with a shop
What to remember
- Cost one batch, then divide by the donuts you actually sell.
- Labor and overhead belong in the price, not in your free time.
- Set a margin you can repeat every week.
- Write the price down so you do not guess at the counter.
When a coffee shop asks for your donut wholesale price, they are asking for a number they can build a menu around. You need a number you can live with for months. That means knowing your cost per donut before you name a price. If you are new to selling donuts, start with how to sell donuts for the basics.
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What a donut wholesale price has to cover
A wholesale price is not a retail price with a discount sticker. It has to cover the same costs as your retail donuts, plus the extra work of a larger order. That includes the box the shop takes delivery in, the label, and the time you spend invoicing. For a full list of costs, see how to price baked goods for wholesale.
Cost one batch
Add up ingredients, packaging, and the power you use for a full batch of donuts.
Divide by the donuts you sell
If a batch makes 24 donuts but you sell 20, divide by 20. The four you eat or drop are a cost.
Add your labor
Decide an hourly rate for yourself. Multiply by the hours the batch takes, including cleanup.
Add overhead
Rent, insurance, phone, and market fees are overhead. Divide your monthly overhead by the donuts you sell in a month.
Add your margin
A margin is what is left after all costs. It is your profit and your cushion for mistakes.
Your labor rate is your choice. If you pay yourself $15 an hour, use that number every time. Do not use $0 because you enjoy baking. The shop is buying your time, not your hobby.
A worked example: cost per dozen and margin
For example, say your ingredients for a dozen donuts cost $6. You spend 45 minutes on that dozen, and you pay yourself $15 an hour, so labor is $11.25. Overhead for rent, power, and packaging adds $2.50 per dozen. Your total cost is $19.75, which is about $1.65 per donut. If you sell that dozen for $28, your margin is $8.25 after all three costs. That is about 29 percent of the price. If the shop wants $22, your margin drops to $2.25. That is the number to check before you say yes.
The margin is what remains after ingredients, labor, and overhead are all paid. If you skip overhead, you are not counting the rent and power that keep your kitchen running. If you skip labor, you are donating your time to the shop. Run the same math for your own recipe and change the numbers to match your costs.
Run the same math for your own recipe. Change the ingredient cost, your hourly rate, and your overhead. The margin is the number that tells you if the price works. If the margin is too thin, raise the price or lower the cost. Do not lower your labor.
Packaging and delivery change your price
A wholesale donut often needs a box, a label, and a delivery. Those add cost per dozen. If you drop off, your time and gas are part of the price. If they pick up, your price can be lower. Check the cost of your packaging before you quote. For packaging numbers, see donut packaging plastic wholesale.
How to set a minimum order and volume price
A minimum order protects your time and covers the setup work for each batch. If you spend the same setup time on 2 dozen as 10 dozen, the smaller order costs more per dozen. Set a minimum that covers your batch size and your delivery trip. Then offer a lower price per dozen only when the larger order lowers your cost per dozen.
Volume pricing works when extra dozens use the same batch, box, and delivery trip. If a shop doubles the order, your ingredient cost doubles but your delivery time may not. That is where a small discount can still leave a margin. Check the math before you offer it, and write the volume price on your sheet.
How to price different donut types and sizes
A filled donut, a glazed ring, and a fritter do not cost the same to make. Filling, topping, and a bigger piece of dough add cost to each dozen. Price each type from its own cost per dozen before you quote a shop. Do not use one wholesale price for every donut unless your costs are close.
If a shop wants a lower price, offer a smaller donut or a simpler finish. A plain glazed ring may cost less than a filled and frosted donut. That gives the shop a lower price without cutting your labor to zero. You keep a margin and they get a number that works for their menu.
How to build a simple wholesale price sheet
A price sheet keeps you from guessing when a shop calls for your donut wholesale price. List each donut type, your cost per dozen, your wholesale price per dozen, and your minimum order. Add delivery terms and payment terms so the shop knows what the price includes. Update the sheet when flour, butter, or packaging costs change.
Keep one line for pickup and one line for delivery if you offer both. Delivery adds time and gas, so the delivered price should be higher than the pickup price. If you use the same price for both, you are paying for delivery yourself. That is a cost you cannot recover later.
How to test a wholesale price before you commit
Before you agree to a price, run one real order and track every cost. Record your ingredients, your hours, and your packaging for that order. Compare the actual cost to your estimate before you sign a weekly deal. If the margin is thinner than you planned, adjust the price or the order size.
You can also test a smaller order with one shop for four weeks. A trial shows you the real work of invoicing, delivery, and early morning baking. If the account does not pay you for that work, you can raise the price or stop. A short trial is safer than a long contract at a bad price.
Mistakes that cost you money on wholesale donuts
Another mistake is quoting a price before you know your cost per dozen. Once a shop has your number, it is hard to raise it. Check your cost for every donut you sell. If you sell different sizes, compare your cost per donut before you set a wholesale price.
What to check before you agree to a wholesale price
Before you agree, check the minimum order. A shop that wants 6 dozen a week is different from one that wants 2 dozen. Check who pays for delivery and who pays for the boxes. Check how often they pay. A lower price with slow payment can cost you more than a higher price paid on time. For more on selling from home, see the selling guide.
Check the delivery schedule. A daily delivery at 6 a.m. is a different job than a weekly drop. Check who pays for mistakes. If a shop orders 10 dozen and sells 6, who eats the cost? Put it in writing.
How to talk about price with a shop
When a shop asks for your donut wholesale price, give them a number and what it includes. Say what the minimum order is and when you deliver. If they push back, ask what price works for them. Then check your cost before you agree. You can always say you will get back to them. For more on wholesale fresh baked goods, see wholesale fresh baked goods.
Do not apologize for your price. Say what it includes and what it does not. If they want a lower price, offer a smaller order or a simpler donut. Never promise a price you have not costed.
- How to sell donuts: price a dozen and profit
- How much does 1 donut cost? Price, cost, and margin
- How to price baked goods for wholesale: cost plus margin
Common questions
How do I set a donut wholesale price if I only sell at markets?
Use the same cost per dozen you use at the market. Add the extra packaging and delivery time for wholesale. Then add a margin. If the wholesale price is lower than your market price, make sure the volume still pays you for the extra hours.
Should my wholesale price be half my retail price?
Not automatically. Half is a common starting point, but it only works if your retail price already covers all your costs and a margin. Check your cost per dozen first. If half of retail is below your cost plus a small margin, say no or shrink the donut.
What if the shop wants a lower price than I can afford?
Offer a smaller donut or a simpler finish. You can also set a higher minimum order. Do not cut your labor to zero to win the account. A shop that will not pay your cost is not a customer you can keep for long.
Do I need a different price for different shops?
You can, but keep it simple. A coffee shop that orders weekly may get a better price than a one time event. Write down what each shop pays and what they get. That way you do not accidentally give your best price to your smallest order.
How often should I raise my wholesale price?
When your ingredient costs go up or when your orders grow past what you can handle alone. Give shops 30 days notice. A small increase is easier for them to accept than a big jump later. Check your cost per dozen before you announce it.
General information, not legal or tax advice.