The season is the business. Searching multiplies from November and disappears by March, so the pages have to be ready in September and the summer needs a different offer entirely.
The strongest demand is nostalgia. Somebody back from a week in the mountains wants that meal again at home, and a page that names the place and the memory catches them in the fortnight after they land.
The office dinner is decided in October. Somebody has been asked to find somewhere for twenty people in December, and a restaurant that publishes group menus and a deposit policy that early is on a very short list.
The apparatus is part of the draw. A pot over a flame or a grill down the middle of the table is what people picture and photograph, and showing it plainly sells the evening better than any description of the cheese.