Back on our old steps, consumer shoes in hand, we take a closer look at our goal: a restaurant capable of giving full satisfaction to our expectations The selection of such outbreak of chimera may indeed be a very simple process: it will suffice to sit in a corner table and if we like the environment, we welcome the food and the price forgives pocket and life, we have a winner.

We do not intend to sell formulas for success to anyone: every teacher holds his own book, as we say back here in Cuba, but surely the process o finding a fine restaurant will benefit from an attempt to decipher the logic that underlie the restoration industry. Only through knowledge you can find truth.

So, facing the average restaurant of this city (if such a thing exists), there is a high probability that the first interaction takes place through the what the establishment considers its business card, baited hook, secret weapon and ID: the menu.

Despite how dramatic this introduction might sound, a menu can make the difference between a potential client passing by or deciding to move into the rest of the adventure and that's a decision with no middle grounds. When a user is confronted with the menu, something will happen. If the restaurant is a winner in that game, it will generate a desire in the consumer, which will manifest immediately or later depending on conditions or it will not happen directly but in the form of a recommendation given to a third party that may, in turn, become a customer. If this game is lost, the effect will be precisely the opposite.

The proportions, in which both things occur, are equivalent to the known effects of negative and positive viral promotion. Hence, we can only to say that the simple act of showing the menu may have a huge impact in the promotion of the establishment and subsequently in its profits. It is therefore of utmost importance to compose what this menu in an attractive and fluid way, consistent with the interest of the restaurant.

So ... How is the "good" menu developed?