A recent study of 1,000-plus consumers conducted by researchers contracted by Milliken & Co. reaffirmed what previous surveys have shown and what most laundry operators already know—that most U.S. consumers prefer the look and feel of reusable napkins and tablecloths over those of disposable napery items. On question after question (see excerpts at right), restaurant patrons said they see more value in dining venues that are furnished with reusable table linens. In addition, diners produce more waste with disposables, including four paper napkins to one cloth napkin. Most importantly, customers anticipate a better appearance/ambiance, plus higher food quality in restaurants ...