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The Wiki Man

This is what every menu should look like

Decision-making could be so much easier if information was presented differently

18 July 2015

9:00 AM

18 July 2015

9:00 AM

The appallingly bad photograph below was taken on my mobile phone about 15 years ago. It shows the menu layout from the Lisbon restaurant Chapito. I have never seen any other restaurant adopt such an ingenious format. You are given five set menus to choose from (white, yellow, orange, red and green) with a suggested wine for each.

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Rory Sutherland is vice-chairman of Ogilvy Group UK.

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