| A | B |
|---|
| concept | a reflection of all you offer through your staff, food, service standards, presentation, and ability to deliver on them |
| vision | the message you are trying to convey through the ambiance, comfort level, and personality of your restaurant |
| specialty items | items that are unique to your restaurant and are designed to generate interest and sales; referring to them as "additions to the menu" leads customers away from the connotation of a special price |
| pairing | the practice of matching foods with particular beverages for the customer |
| menu items | food and beverages described in detail and offered for sale on a menu |
| fad | an item that is very popular for only a brief period of time |
| trend | a measurable pattern, either upward or downward, over time |
| tour | the visual approach of designing the menu to guide the customer through a meal |
| font | the style, size, and weight of the text in your menu |
| white space | empty or blank space on a page |
