What’s on the menu?

The new website Art of the Menu, a division of underconsideration, went live recently. It is a website built to “catalogue the underrated creativity of menus from around the world.” They don’t have a ton of menus posted just yet, but they did have Parc's menu posted. What do you think? Do you pay any attention to the design of a menu when you’re dining out? How important of a role does the design of the menu play in helping to establish a restaurant’s brand?