But at Willie G's, lower prices are allowing customers once inhibited by price to trade-up and try new wines, Todd Fertitta, of Landry's, said.
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
"The customers are talking to managers and saying, 'My God, this is great,'" Fertitta
Someone who had planned to spend $25 on a bottle can get a much higher quality, Fertitta
Cheaper By The Bottle
Restaurants also are trying to get across that buying the bottle is a better value, Fertitta
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