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A bottle of Jordan Cabernet might sell for $125 at other restaurants, but is going for $79 at Willie G's, which also is offering 50 wines at less than $50.
Diners are raising their glasses to the friendlier prices, Fertitta said.
"The customers are talking to managers and saying, 'My God, this is great,'" Fertitta said.
Someone who had planned to spend $25 on a bottle can get a much higher quality, Fertitta said.
Cheaper By The Bottle
Restaurants also are trying to get across that buying the bottle is a better value, Fertitta said.
Buying by the glass is always more expensive because restaurants risk getting stuck with an open bottle they'll have to discard.
On the other hand, if a customer buys but doesn't finish a bottle, the restaurant will cork it so it can be taken home.
"Once it's open and the customer takes a sip, they can walk out with it," Fertitta said.
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