There is, of course, no endeavour, no craft, no profession, no trade that neglects to ‘reflect society’. This is a commonplace. The collective narcissism of considerate builders, for instance, claims that hod carriers and brickwork reflect society. The contention of Menu Design in Europe is kindred. Graphic artists, restaurateurs, decorators and chefs have, through two centuries, expanded their capabilities according to the milieux in which they have practised.

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