Cats Feline Hungry Head For Mew York

Elbows off the table, Tiddles

WHAT'S NEW PUSSYCAT?

Cats feline a bit peckish in New York have been given a slice of kitty paradise with a restaurant just for them.

Launched by Meow Mix on Fifth Avenue, the cafe is believed to be the world's first exclusively for cats.


The company is using the venture to try out new flavours on customers.

Among the treats will be tuna, turkey meat and giblets and a tasty beef dish.

It is part of a trend in big business called experiential marketing, where customers are made active participants in promotions in the hope of achieving brand loyalty.

Meow Mix is also starting up a delivery service using a van taking cat food to elderly or housebound customers.

Marketing director Ira Cohen said: "We are trying to be the Ben & Jerry's of cat food."

As with most top restaurants, reserving a seat at the Meow Mix Cafe will be tricky - in this case because its five-day stint ends this Sunday, August 22.

The company will assess the success or otherwise of the venture and then think about taking it nationwide to America's 80 million cats.

Mr Cohen said: "I believe this concept might have legs, four in this case."