And beyond the setting and ambiance, it’s a huge portion of the restaurant’s value proposition: “Here are all the things we do and are proud of, what sounds bes

And beyond the setting and ambiance, it’s a huge portion of the restaurant’s value proposition: “Here are all the things we do and are proud of, what sounds best?” At the risk of being extra curmudgeonly, have you ever dined someplace where they wheel a dessert cart round? There’s kind of a lightweight vicarious thrill you get just from eyeing the physical tantalizing plates, even if you don’t end up eating one. Compare that to “here’s an empty text box. Whisper your very specific wishes to the genie and maybe it’ll materialize something in the neighborhood of your demand, probably not exactly what you asked for; and it’ll hide all the cool stuff we do that isn’t directly relevant to the demand we made you work to formulate (and probably can’t fill exactly).”