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Carte Before Course - You'd be surprised how much sweat goes into creating a menu |
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'I've never been able to do it in less than 40 meetings,' says restaurateur Danny Meyer, whose Union Square Hospitality Group brainstormed all day yesterday over the menus for the three eateries it will oversee at the new MoMA museum opening next month.
Meyer — owner of Tabla, Union Square Café, Eleven Madison Park and Blue Smoke, among others — is not alone in taking menu design and wording seriously. As it turns out, there's a whole psychology behind it.
Restaurant consultant Clark Wolf is an expert on the subject — and he points to "exhausting," overly complicated early menus from Megu, Mix and Craft as examples of what not to do.
But there are many of them. Among the frequent menu-writing pitfalls: "Be very careful with words like 'fresh,' " he advises. "You better have a reason to use it; otherwise, you're suggesting that everything else isn't."
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Date Listed: 2004-10-07
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Industry: Restaurants
Category: Other
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