25 smart menu moves
Menu items have to work hard for a living. They must fit with the concept. Sound and taste good. Make money, of course.
How to innovate
Chef and creator of the Cronut, Dominique Ansel, didn’t set out to concoct a best-seller. “There was no magic formula or marketing strategy behind this croissant-doughnut hybrid,” he writes in his book “Dominique Ansel: The Secret Recipes.” He was simply trying to make a doughnut, for which he had no recipe.