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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