3X food cost is a good place to start. 4X and you won't have many customers.
The more you can include in your costing, the more accurate your food cost will be.
Once you get established, you can change your pricing to fall in line with what your customers will pay, thus dropping your food cost %.
Pitmaster @ Lockharts BBQ
I cook the best brisket north of Dallas. Get over it.
Northern midwest director for OBR