I think a lot of people overlook the importance of the menu as a marketing tool and a … - Joe Bastianich

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Fish must swim thrice--once is the water, a second time in the sauce, and a third time in wine in the stomach.

Joe Bastianich

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?

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