"With a theatrical flourish, a sombre, leather-bound document is placed in front of you. Inside, the pages bear a tight italicised script and your eyes are drawn to a couple of items that are embellished with flamboyant descriptions. Then you turn to the waiter and order.
Hopefully a delicious meal is now on its way, but what led you to choose the food you did? Was it simply because you liked the sound of the steak dish you picked or did something else influence your decision?
You may not realise it, but the menu probably played a far greater role than you’d credit. Far from being glorified pricelists, restaurant menus are sophisticated marketing tools that can nudge customers towards certain choices. Restaurant menus can even tell us what to think."