Menus are important platforms for self-presentation of restaurants. This study investigates how restaurants present their 'personality' on menus, specifically menus on walls, signs, and print. A case study of Stellenbosch, South Africa, is used, as the city has a high cluster of independently owned restaurants and is the heart of the winelands and known for its cuisine. Using Goffman's (1959) presentation of self and Ben-Rafael's (2008) sociological approach to linguistic landscape, this study examines how menus are designed and what identities are constructed. These findings reveal how humor helps create a friendly authenticity on menus, which fosters community.
Menus are important platforms for self-presentation of restaurants. This study investigates how restaurants present their 'personality' on their menus, specifically menus on the wall, outdoor signboards and print form. A case study of Stellenbosch, South Africa, is used as the city has a high cluster of independently owned restaurants, and the area is the heart of South African winelands and known for its cuisine. Using Goffman's (1959) analytic framework to understand presentation of self and Ben-Rafael's (2008) sociological approach to linguistic landscape, this study looks at how menus are designed and what identities are constructed. These findings reveal how humor helps create a friendly authenticity on menus and food signages, which fosters group membership among a community and attracts tourists.
