How not to promote a restaurant

Hello all, Just had to post a picture of this menu board I saw earlier getting my laundry.
The restaurant is located on Kloof street here in Cape Town and must battle for business as the street is full of great eateries.
If you cant see the special board it reads ” Smoked Salmen salad R20.00″!!! above it shows a bad pic of another totally irrelevant food group. Only a few days before I had the luck to walk past another one of their great special boards that read “Chef Ricks special:- Cheese and ham sandwich R15.00”.
Needless to say I have only once seen anyone eating here, will keep a look out for any more crackers but hope they find a new writer and chef soon or I feel Cape Town may be deprived of a very entertaining restaurant.