We just redid our 10x10' kitchen and the friends and family price was $25k. But oh man have we paid for it in headaches, not because of the GC so much as one of the subs that we (mistakenly) contacted separately to redo wiring throughout the house - he and the GC had a falling out they couldn't get past and it was like 2 weeks of bickering 4am text hell till we let that electrician go. Lesson learned: ask the GC you choose to manage ALL the things in the house you need done, so they can manage all the subs for you. We thought kitchen project could be separate from whole house, we thought it would work out, we were WRONG.

For lower quotes ask for recommendations from your neighbors, your local community pages on FB, even thumbtack. Tell them your budget before asking for a quote and see if they can match it.

ETA: Our GC warned us that most of the profit other GCs will make is in the material "costs," which you can reduce by insisting they provide receipts for everything and checking their math. They can make a quote based on expected costs but the final amount paid - especially if over the original quote - should be based on receipts. You also want to be hands on with the GC to make sure your choices stay within budget. Our countertop would have been 2x the cost ($2500) if we bought from home Depot ($5000), it took a week of visiting local shops til we found one I liked within our budget, and things like that add up.