One tidbit on the four types of restaurant customers, as described by menu consultant Gregg Rapp:
...The customers he calls "Entrees" do not want a lot of description, just the bottom line on what the dish is and how much it is going to cost. "Recipes," on the other hand, ask many questions and want to know as much as they can about the ingredients. "Barbecues" share food and like chatty servers who wear name tags. "Desserts" are trendy people who want to order trendy things.(Via Marginal Revolution.)
