This is what happens if some software developer decides to add new tags without discussion and documentation.

"menu:url" was the tag used until a while ago (that is the tag in line with others like "opening_hours:url"). 
Then somebody forced the use of "website:menu" (which is technically wrong and against the definition of 'website' and 'url' tags in case of images or PDF) through a not well prepared tagging challenge. 
And now mapcomplete introduced yet another tag. https://community.openstreetmap.org/t/adding-image-menu-on-resturants/120806
- problematic because of very unclear copyright situation
- opposed by half of the mappers participating in the discussion
- misusing panoramax street-level images as generic image hosting