ion, newspaper, direct mail, and even word-of-mouth advertising are all external
             communications with the customer that serve primarily to interest the public that serve
             primarily to interest the public in coming to you restaurant. The physical menu is in effect
             a basic model of the communication process, the tool by which you and your customers
             communicate. As such, the menu must be devised so that all lines of communication are
             wide open and no misunderstandings can occur.
             The static menu is one that does not change the selections except for seasonal
             changes. Restaurants with static menus do not respond quickly to any fad foods and
             cannot incorporate leftovers into other menu items. The principal drawback for a static
             menu, if there is one, is menu monotony for regular customers. Great creativity and
             variety in the menu can best be accomplished by the use of what is referred to as a market
             menu. A pure market menu takes advantage of the seasons and harvest times to assure
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