Signboard and Menu

 

One example why well done menu is better than rare one.

 

Suppose your breakfast menu contents 2 fried eggs. Fried in Russian is zharennyy (жаренный), egg – yaytso (яйцо). But if you translated 2 fried eggs as 2 zharennyh yaytsa (2 жаренных яйца) average Russian simply do not understand – what is this. The translation yaichnitsa iz 2 yaits (яичница из 2 яиц) is better, but it creates the impression of unnatural and rather formal language. This impression will be transferred on the attitude to the meal. Perhaps, not many customers will order it. Much better is glazyn'ya iz 2 yaits (глазунья из 2 яиц), because the word glazun'ya (глазунья) meaning the specific mode of frying eggs is less formal and more "home-made". Such "homemadeness" is also transferred on attitude to the meal. The customer expects (unconsciously) that glazun'ya is tastier than simple yaichnitsa. And your sales will rise. But if you add to word glazun'ya some name, for example, Markiza (маркиза, marchioness), you create around you simple meal the aura of mystery and luxury, which will attract many customers especially children. Ordering Glazun'ya Markiza young girl imagines herself a marchioness.