San Diego Dining

The word "branding" has taken on a whole new meaning over the years. When I was a kid, during the days when the Lone Ranger was a national hero, the term referred to tying down a steer and burning a mark onto its skin with a hot iron. Today, modern marketing applies the concept of branding to products and services.

But, in a sense, branding still connotes ownership. The owner of the brand really owns a bundle of goods and services that is offered to the public. Today's use of the term includes the concept of consistency. When one sees a brand, one knows what to expect. One box of branded cereal tastes like another. One branded restaurant pretty much looks like all the rest, and the food is consistent.

Seeing a branded restaurant in a new city is like seeing an old friend. One knows what to expect. Restaurant and product brands compete with each other for recognition because each tries to establish unique benefits in the minds of consumers.

I thought about this marketing lesson over dinner on July Fourth, as I dined at Fleming's Prime Steakhouse & Wine Bar in Rancho Mirage, near Palm Springs.

It is often hot in Palm Springs during the summertime, but it's a good time to enjoy the city without the crowds and hassle of the "season." Besides, the heat is dry and very tolerable, especially when one divides time between diving into a pool and diving into a gin and tonic.

Fleming's is actually located in Rancho Mirage, a 15-minute drive from Palm Springs. It is set in The River, a shopping center with theaters, shops and an eclectic collection of restaurants that surrounds a large, man-made lake affectionately called "The River." The center is beautiful and often busy.

Fleming's is named after Paul Fleming, the "PF" of PF Chang's, another outstanding restaurant he started. Paul Fleming focused his extensive experience and creativity in the dining industry to develop the concept behind this operation.

Fleming's is now located in more than half of the states of our country. There are two locations in San Diego, one in the Gaslamp and the other in UTC.

Seeing Fleming's in the desert was like seeing an old friend.

What bundle of services and goods makes Fleming's work? The concept combines prime meat with great ambiance, excellent service and good wines, fairly priced. Sounds simple? It is difficult to pull off.

John Verhoef, the friendly managing partner, told me that there are 14 large steakhouses in the area. But, if customers vote with their forks and knives, Fleming's is certainly one of the favorites.

The meat is all prime, the top 2 percent of all meat, aged for 21 days to make it tender and tasty. The interiors of the restaurants are club-like and woody, but not overbearing and stuffy -- just mellow and comfortable. The service -- excellent. The wine selection -- superb, because Fleming's offers dozens of great wine selections by the glass. Diners can enjoy wines without spending a bundle for a bottle or enjoy several different flavors in the course of a meal.

All steaks are prepared in super-hot ovens that sear in the juices. Then, when the steaks emerge, butter is melted on top. Plates are so hot that the arms of the waiters must be insulated with piles of thick napkins to carry them.

A special prix fixe menu is offered for the summer at all locations -- three courses for only $35.95. The appetizer choice is of Spinach Salad or Chilled Leek Soup. Entrees include Peppercorn Crusted Filet, which leaves the mouth tingling, or Roasted Sesame Chicken, a tender breast bursting with flavor. Broiled Sea Scallops are the seafood selection. Entrees come with sides (usually everything is a la carte) -- sautéed mushrooms or green beans with toasted almonds. Dinner is capped with a superb dessert -- banana crème brulee with Chantilly crème. Wine pairing recommendations are on the menu. At this price, the dinner is a bargain.

Brands create loyalty -- like friendships. Every time I see the Fleming's brand, I know I'm going to have an enjoyable dinner.