"What's On The Menu?"

These days, menu engineering is big business. Steven Grasse, CEO and creative director of Quaker City Mercantile (formerly known as Gyro Worldwide) (who designed menus for Stephen Starr's Continental and Café Republic), says that his design agency tries "to capture the vibe of the whole place; when you open the menu, it should feel like the restaurant." Prilla Rohrer, co-owner of Flux Visuals (the agency responsible for Rouge 98's and Striped Bass' menus), agrees. "Menu covers communicate graphically the identity of the restaurant." Her agency designs the outside shells of menus, but doesn't get involved in the area of item placement. Yet she's always wary of menu design when she goes out to eat: "I often find them cluttered and manipulative."

Read more on City Paper (link to Site)

http://www.citypaper.net/articles/071698/food.menus.shtml?print=1

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Quaker City Mercantile