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Fleming’s steakhouse chain links mobile to retail

August 19, 2009

flemingFleming’s Prime Steakhouse & Prime Bar hopes that its new mobile presence will drive consumers into its restaurants.

The national restaurant chain is using Where 2 Get It Inc. to develop its new mobile site at Fleming’s 100 is the restaurant’s list of 100 wines served by the glass, which will now be available to mobile consumers.

“Fleming’s strategy is to reach clients wherever they are,” said Vickie McGee, vice president of marketing and business development at Where 2 Get It, Anaheim, CA. “Today there are more phones out there than there are PCs and Fleming’s wants to make it easier for people to find its locations.

“Fleming’s is expanding its reach in an effort to bring more traffic to its locations,” she said.

Fleming’s is a steakhouse whose menu features prime beef, chops, seafood and chicken. The restaurant chain is known for its fine wines, all available by the glass.

The restaurant chain has added Where 2 Get It’s mobile restaurant locator to the mobile site. This functionality is meant to enhance the customer experience by helping users locate a restaurant near them.

The Where 2 Get It Mobile Web Locator is part of a comprehensive mobile project implemented by Direct Partners, Los Angeles.

The relationship between Direct Partners and Where 2 Get It was established by OSI Restaurant Partners LLC, parent company of Fleming’s.

Where 2 Get It Business Locators are used by OSI’s portfolio of brands including Fleming’s, Outback Steakhouse, Carrabba’s Italian Grill, Bonefish Grill, Roy’s Hawaiian Fusion Cuisine, Lee Roy Selmon’s and Cheeseburger in Paradise.

The site at can be accessed using Web-enabled handheld devices or mobile phones.

Consumers can view wine labels and descriptions of each of the 100 wines that make up the “Fleming’s 100,” menu information.

Customers can also search for a location near them by ZIP code.

The site features an HTML form submission from Fleming’s site back to Where 2 Get It servers which host the search results page.

“We have earned a reputation as a strategic solutions resource that makes it easy for our clients to work with one vendor for all of their locator needs,” said Manish Patel, founder/CEO of Where 2 Get It. 

“A perfect example of this is how we manage the Web-based locator data for a client like Fleming’s, so it’s an easy and logical transition for us to provide it on mobile devices for them as well,” he said.

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Giselle Tsirulnik is senior editor at Mobile Commerce Daily and Mobile Marketer. Reach her at

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