Word: chefs
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...Sullivan, a vice president of the New York printing firm of B. R. Doerfler, which turns out menus for 625 different restaurants. "It should be a front-line salesman." Bold typography, two-color art work, odd shapes (a coffee mug, the state of Texas), and archaic or arcane spellings ("Chef's Sallet," "Stake wyth Asparagus," "Colde Lobfter") all provoke the diner's eye into paying attention to the day's specials. The most honest and sardonic sell of all is practiced by the Brookline, Mass., delicatessen of Jack & Marion's. Several of the 345 dishes...
...Fancy menus just gild the lily. Presentation of food, not descriptive phrases, is what is necessary." Nonetheless, beware the chef's signature. A restaurant in New York's Greenwich Village offers Spaghetti Alfredo, which turns out to have nothing to do with the restaurant of the same name in Rome. In stead, as the menu footnotes, it is "Spaghetti-Freddy style." Gallatin Powers, owner of Gallatin's restaurant in Monterey, Calif:, explains the genesis of the chicken, orange juice, and ginger concoction he calls Poulet Albert simply: "I have a son named Albert...
Paradoxically, the ultimate is the talking menu. Instead of relying on the nonsensical literary sell, a waiter recites what the chef will offer that day. All very well; if the diner is not familiar with a dish, he has merely to inquire. However, in a few fancy restaurants, the answer is chillingly familiar. "This, monsieur, is a delicate blend of exotic ingredients...
...Wagon Train's chef...
...FOGG EXHIBIT of "Drawings from the Daniels Collection" leaves an observer oddly disappointed. Many pieces in the selection are excellent and they are diverse, but, as the Italian chef said about the ingredients in his spaghetti sauce, they never got married. They stay separate and leave the customer dissatisfied and unmoved...