Profit Margins/Mark-up for Retail, Wholesale, Distribution? Payroll?

Hi there,

I'm wondering if anyone has come across industry standards in chocolate for profit margins for retail, wholesale and distribution?

Also, is anyone willing to share info on labor/cost of goods percentages?

Our labor is hovering around 40%. Is that normal? High? Cost of goods is between 25% and 30%.

We're a high-end chocolate shop that has been in business for 10 years. We've been primarily retail (over 90% of our sales) in a tourist area where the season only lasts 3 months of the year. We also do lots of holiday shipping. We've done some wholesaling but we're just launching new packaging to focus more on wholesale within our State and Upper Great Lakes region. Just wondering how other small chocolate companies establish pricing models that work with such a labor-intense product. Thanks!