Section 2: How We Talk About the Brand
Lesson 13 of 13
Three line rule
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What it is. One taste cue. A pairing.
The three line rule
Line 1: What it is in plain English (use the menu copy as a base). Line 2: One taste cue (creamy, smoky, tangy, crispy, herby). Line 3: A protein or pairing suggestion. Then, when you have time, go deeper: history, urban legend, founder pick. Example: , our iconic tikka masala, onion, tomato, ginger, garlic, simmered with our house spice blend and finished with butter and cream. Rich, slightly sweet, medium-spicy. Best with chicken or paneer. The CTM is on the SF 7x7 list of 100 things to eat before you die.
Section wrap-up
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