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Why does my current menu fail to sell?

It fails to sell if a newcomer cannot point at a dish and say the price without asking what is good. It is usually a flat list, a slow PDF or photos that are not the house dishes. Show the menu to someone from outside and note the first place they hesitate. In Madrid the menu opens on a welcome and the house dish sits three screens down. The first screen moves to that dish, with a price, and the text that does not help comes off.

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