THE FEED: Fleming’s in St. Louis One of 12 Test Markets for iPad Wine List

2012-04-26T14:18:00Z 2014-09-16T13:34:14Z THE FEED: Fleming’s in St. Louis One of 12 Test Markets for iPad Wine ListStory and photos by Angela Ortmann Feast Magazine | Inspired Local Food Culture/Midwest
April 26, 2012 2:18 pm  • 

St. Louis has been on top of the trends when it comes to wine, something national steakhouse and wine bar Fleming’s has picked up on.

Of the 64 locations nationwide, the Fleming’s at 1855 South Lindbergh Blvd. is one of 12 test restaurants the company selected to conduct a three-month trail run on an iPad wine list.

The restaurant staff underwent training on it yesterday, and iPads arrived at tables for the first time last night. Wine director Stephen Blevins says Fleming’s is not actively promoting the new digital-ordering option yet, as the company is waiting to receive initial response from customers and iron out any kinks.

The iPad wine list runs off of the corporate website, with updates in real time. If the corporate office adds or removes a wine, it automatically updates the lists at all locations. Each location also has the ability to edit its own wine list to reflect local offerings and availability.

The iPad wine list comes with a sleek Fleming’s cover, which opens to the main menu (pictured left). Patrons are invited to browse the wines and choose on their own or select one recommended by Fleming’s. The wine selection is broken down into three categories: Fleming’s 100 selection, the local manager’s picks and recommendations by Maeve Pesquera, Fleming’s director of wine. Food-pairing suggestions also are available in the selection process, and patrons still having a tough time deciding can “spin the bottle” to order at random.

After ordering a wine, patrons can email their pick and the tasting notes that come with it, so they can share the information with friends or send it to themselves. The system even has label recommendation to make it easier for buying a bottle outside of the restaurant.

Fleming’s currently carries 30 of the test iPad wine lists.

Fleming's Prime Steakhouse & Wine Bar, 1855 South Lindbergh Blvd., 314.567.7610,

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