A Welsh specialist printing company has launched a new idea to overcome the problem of fly-away-menus, following the current boom in al fresco dining in the UK.
Purple Mustard, based in Caerphilly, has developed 'MenuMat' , an all-in-one table cloth and menu, designed to eliminate the need for paper-based printed menus.
Following a successful trial at one of Cardiff Bay' s busiest restaurants 'the Tapas Bar in Mermaid Quay' the company is now launching MenuMat onto the UK hospitality market in time for summer.
The company believes that global warming and the UK's ban on smoking in public places will create increased demand for its new product.
Richard Millward, Commercial Director for Purple Mustard, said, 'This country has been moving towards a café culture for some time thanks to warmer summers, and we anticipate that this year it will really take off. '
"This product not only compliments our change in dining attitudes, it cuts down printing costs and also allows for additional marketing activity. So, for instance, if you want to up-sell something like a new range of dishes, or promote a new drinks brand, they can be included on the mats."
MenuMat is made from Gator Skin, a special rubber compound that can both be printed on in a wide variety of colours and also used in food preparation areas.
According to the company, many owners and managers refrain from leaving their menus outside in case the wind carries them off, denting profits by robbing establishments of the opportunity to sell food to patrons who might have just popped in for a drink.
The new product replaces both menu and tablecloth with a single fully wipeable, hygienic promotional covering.
Tazmin Proctor, who owns Tapas, said, "We've only had them a short while, but I can see MenuMats providing a practical marketing opportunity for us. We find them easy to keep clean and easy for customers to select their food and drink."