"Perception and attention"—Visual perception is inextricably linked to how customers read a menu. Most menus are presented visually (though many restaurants verbally list daily specials), and the majority of menu engineering recommendations focus on how to increase attention by strategically arranging menu categories within the pages of the menu, and item placement within a menu category. This strategic placement of categories and items is referred to as the theory of "sweet spots.Kotschevar, L. H. (208). In Withrow D. (ed.), "Management by Menu" (4th ed.), Hoboken, N..: John Wiley.