Expect me to ask about your ‘GROSS MARGIN %’
News that Gross Margins at Patisserie Valerie were ‘constant and out of line with peers’ confirms that everyone was ‘asleep at the wheel’, not just Luke Johnson. This gives me the perfect opportunity to jump on my soap box and promote Gross Margin percentage (Gross Profit as a % of Sales) as the most important measurement for a trading business (with cash controls a very close second).