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A new Fleming’s Prime Steakhouse & Wine Bar opened in Tampa, Florida, earlier this month with a new look and feel: a 16-foot glass-window porte-cochere, a towering 2,500-bottle wine vault, embroidered seating and balanced steak knives that promise to feel “just the right weight” in the hand.
But perhaps a more memorable feature will be the way the restaurant smells.
When guests walk through that porte-cochere, they might immediately be struck by a signature scent developed specifically for this restaurant. Dubbed “Newport at Night,” the branded aroma is infused through the restaurant with what is described as a blend of salted santal, woody greens, jasmine, sage and amber.
It’s meant to evoke the cool, coastal nights of Newport Beach, California, where the first Fleming’s debuted in 1998. And, fundamentally, the goal is to establish an emotional connection with guests as soon as they arrive, said Amyra Finamore, director of product marketing for Fleming’s, which is part of the Bloomin’ Brands portfolio.
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