Fleming’s Taking Its Concept on the Road

Newport Beach-based Fleming’s opened its first steakhouse and wine bar at Fashion Island just 14 months ago, but its creators are confident their concept will fly nationwide.

Since the premiere of the Newport Beach location, Bill Allen and Paul Fleming have opened Fleming’s restaurants in La Jolla and Scottsdale, Ariz.

Now, they’re teaming up with the Outback Steakhouse chain, based in Tampa, Fla., to open new Fleming’s this year in Palm Desert, Boston, Seattle, Dallas, Nashville, Tenn., Tempe, Ariz., and Tyson’s Corner, Va.

Allen, former CEO of the Koo Koo Roo chain, said he and Fleming (the “PF” in PF Chang Chinese restaurants), wanted to create a restaurant that would attract more women than traditional high-end steakhouses. As part of that strategy, they sell an extensive collection of wines by the glass.

“You can walk to a Fleming’s and 70% or more of the tables will have women at them,” Allen said. “There are also no cigar bars, we have lighter-colored wood and and the tables are set with wine glasses.”