King, an unassuming Soho restaurant owned by (from Left) Jess Shadbolt, Clare de Boer and Annie Shi, has won wide acclaim for its small menu, which changes every day — twice. Credit Sasha Arutyunova for the New York Times

“The menu should read like a poem,” Ms. de Boer said. “You should seduce the diner. People don’t know they want to eat deep-fried mackerel with aioli, so you’ve got to tell a story and get them on your wavelength.”

(Tejal Rao, “It Takes a Lot of Skill to Make a Restaurant Seem So Casual,” NYTimes)

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