Article: “Designs on menus” (Jun.2006)

menu.jpg

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)

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