excerpt:
“Diners may regard a menu as little more than a restaurant’s bill of fare, but chefs and owners know these deceptively simple-looking lists are layered with significance.…Experts agree.
“The menu is probably the single most important piece of marketing [a restaurant] will ever produce,” says Isidore Kharasch, president of Hospitality Works Inc., a restaurant consulting firm in Deerfield. “What they do with it can make a big difference in how people spend money, how they perceive the restaurant–it’s really the whole package.”
source: “Designs on menus” by Janet Franz (Chicago Tribune, Jun.29,2006)
