Fleming's caters to local crowds with an elegant, relaxing atmosphere.

 There's More to Fleming's Than "Meats" the Eye

MIAMI - Paul Fleming, formerly of Ruth's Chris Steak House, and Bill Allen, former CEO of Koo Koo Roo, a California restaurant company, recently created an exciting restaurant concept called Fleming's Prime Steak House & Wine Bar. This is an upscale, high-quality steakhouse with moderate prices and a solid commitment to delivering outstanding service.

Fleming's offers a welcome alternative to the stuffy and overpriced steakhouse. Soft lighting, light woods and cool colors provide an elegant, yet relaxing atmosphere. Where other steakhouses cater to the businessman, Fleming's restaurants are designed to accommodate a more local, neighborhood crowd.

Another difference between Fleming's and its competitors is the difference in price. For the same quality meal, patrons will pay about $20 less. As a result, Fleming's customers come to dine more often.

Fleming's à la carte menu features the highest-quality USDA prime steaks. In addition, lamb, veal, poultry and seafood are tempting menu items. As indicated by the name, wine is an intoxicatingly affordable feature. Customers can order from a selection of more than 100 different wines by the glass, which is a major perk to the pocketbook. Being able to sample a variety of wines for a few dollars is one way to keep customers happy and coming back.

After opening the first location in Newport Beach, California, in December 1998, Fleming's has beefed up the restaurant industry with its second restaurant in Arizona and a third in San Diego. 

In its search for sites, Fleming's tends to look toward metropolitan areas with high-profile demographics. Established areas of upscale dining and affluent nearby neighborhoods are key factors in selecting locations. Each restaurant averages 7,500 square feet and seats up to 225 people.

Fleming's expansion plans for 2000 include opening restaurants in Boston, Tyson's Corner, Virginia, Seattle and Nashville, Tennessee.

Michael Finkle, principal of DRE's Miami office, is Fleming's exclusive tenant representative for sites throughout Florida. "We're currently working on several deals in various stages of negotiations," says Finkle. "We're looking at sites in the Naples/Bonita Beach market, Palm Beach, Boca Raton, Fort Lauderdale, Miami and Coral Gables."

Rob Hicks of DRE's Virginia Beach office is working with Next Realty's George Calloway to find sites in southeastern Virginia.