By Ted Nesi
PBN Staff Writer
The upscale Fleming’s Prime Steakhouse & Wine Bar, which has a restaurant in the new tower of the Westin Providence hotel, last month unveiled a Web site devoted to its annual wine list, but with a twist – the site is designed specifically for mobile phones.
Tanya Sparkman, vice president of marketing for Fleming’s, recently answered some questions about the new site and the role of technology in the world of fine dining.
PBN: What is the new mobile Web site Fleming’s has launched?
SPARKMAN: The mobile Web site, m.flemings100.com, offers guests instant access to summaries of the award-winning Fleming’s 100 – Fleming’s annual list of 100 wines by the glass – all from the convenience of their mobile phone or handheld device with a Web browser. The mobile site offers a detailed description of the wines with bottle logo, categorized by varietal, in progression, similar to the in-restaurant wine list. To assist guests in making their selections, the mobile list presents a natural, easily understandable flow from lighter to more full-flavored wines.
PBN: How does the new site work?
SPARKMAN: Users simply log onto m.flemings100.com from their mobile phone or handheld device with a Web browser. Users then click on the links they want to open to read more about the different wines on the Fleming’s 100. The site offers information about each wine, as well as photos of the labels.
PBN: So far, what has been the reaction to the site from customers?
SPARKMAN: It’s really too soon to tell, as we just launched this feature at the Food & Wine Classic in Aspen in mid-June. The guests that have seen it have been wowed. I’ve heard over and over again how great it is to have functionality like this at their fingertips to help them make decisions – at the table – on what to order. Beyond the dining experience, this site also provides them with a “cheat sheet” if they want to go back and look up the wine they enjoyed with dinner.
PBN: How does the new mobile site fit in with Fleming’s larger mission?
SPARKMAN: Our wine philosophy is all about providing our guests with the platform to experiment and play with wine; ordering and enjoying wine should not be an intimidating or stuffy experience. With the 100 wines by the glass offerings and our wine flight program, we encourage our guests to break out of their old standbys and try new things, but sometimes people need a little reassurance to make the leap! I think the mobile site really plays into the concept of having fun with wine. Aside from that, we are living and operating in the “age of information” and our guests are used to having information at their fingertips. The mobile site is a playful way of delivering robust snapshots of the wines on our Fleming’s 100 list and giving them more detail than they would get otherwise.
PBN: In the future, what other features do you think restaurants will add to their mobile Web sites?
SPARKMAN:This is a really exciting thing to think about, as not a lot of restaurant brands have made this leap yet. Mobile Web site have tremendous potential, especially for upscale brands, whose guests are often on the move for business or pleasure. I think future content on mobile sites will need to induce a crave factor – it won’t just be about providing driving directions. Tease me with what’s special on the menu tonight or show me a 30- or 60-second clip of the chef preparing something beautiful.
Fleming’s Prime Steakhouse & Wine Bar, based in Newport Beach, Calif., is a high-end restaurant chain with locations in 16 states including Rhode Island. Additional information, including menus and reservation details, can be found at www.FlemingsSteakhouse.com.
