apostrophe

◇Gk.apo(＝あちらへ)＋strephein(＝向きを変える)

(noun) The superscript sign ( ' ) used to indicate the omission of a letter or letters from a word, the possessive case, or the plurals of numbers, letters, and abbreviations.
(noun) The direct address of an absent or imaginary person or of a personified abstraction, especially as a digression in the course of a speech or composition.

An apostrophe is missing from “childrens”, and there is a strong case for making “menu” plural, but these lapses are so frequent in signs as to be mundane; it is the appearance of “Al” that makes it irresistible.