Don’t be a menu slapper

In Spain this summer, my wife and I wandered the streets at night looking for dinner.

Every block had a certain type of restaurant we started calling “menu slappers.” You know the ones. Someone standing on the sidewalk waving a menu, calling out, trying to pull you inside.

We never went in.

Then there were the other places. Small menu. Every detail dialed in, effortlessly. You could feel the experience before you even stepped inside. Those are the restaurants we chose.

Brands are no different.

Too many are standing on the sidewalk waving their metaphorical menus, shouting for attention. But when everyone is shouting, the quiet ones get noticed.

The real magic is in creating an experience so thoughtful, so irresistible, that people walk in on their own… and then tell their friends.

Don’t be a menu slapper.

Fix the menu. Fix the experience. Let people discover you.

Have a nice day

— Kyle

I’m Kyle Eertmoed, an independent design director, helping founders build brands with clarity and substance. Founder of Eertmoed Studio. Former partner at Knoed.

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