Max's Wine Dive is famous for creative pairings: haute dogs and shiraz, Kobe burgers and cabernet, fried chicken and champagne. Not one to rest on his laurels, Max is now pairing mobile with his merlot. And it's getting attention.
The hip Houston-based eatery has launched Max's Underground, a mobile club that connects members via their cell phones. For members of Max's Underground, the buzzing of their phone in their pocket is usually an invitiation to an exclusive experience of wine, food and art. A recent art exhibit, only for Max's Underground members, is just one example.
Membership is driven in the restaurant by discrete signage and by the servers. The program has garnered attention from the city's entertainment press, too.
