I think a lot of people overlook the importance of the menu as a marketing tool and a way of communicating to the customer what the ambition of their restaurant is. Not only the typeface and the design, but what is it printed on? Is it cheap-looking? Is it the right kind of paper for that restaurant?
I was sitting on my own in a restaurant, when I saw a beautiful woman at another table. I sent her a bottle of the most expensive wine on the menu. She sent me a note: "I will not touch a drop of this wine unless you can assure me that you have seven inches in your pants." So I wrote back: "Give me the wine. As gorgeous as you are, I'm not cutting off three inches for anyone.
The menu should be part of the entertainment, part of the dining experience. It's kind of like reading the 'Playbill' when you go to the theater. It should be an alluring and interactive document. Does it have burn marks on it from the candle? If you ever get a greasy menu with food stains on it, it's time to run like hell.
When entertaining, it's great to wow your guests with an outstanding recipe, but it's also very important to design a menu that's not too demanding of yourself, otherwise everybody will have fun but you. A great appetizer or simpler dish is a good way to work a menu that's delicious but does not impose too much effort or time spent in the kitchen.
have you ever noticed how a man orders food at a fast-food drive-through window? ... men have an innate desire to be cute while placing their order through the drive-through microphone. It's as if they believe the invisible mike on the plastic menu screen is actually connected to a standup comedy stage somewhere in the recesses of the restaurant.
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