by Douglas E. Fair
Staff Writer
Sam Hamidi knew it was a bit of a gamble to expand his restaurant and an even bigger gamble to start offering dinner hours. So far, one has paid off and the jury is still out on the other.
Business has increased significantly for Casa Dora Italian Restaurant since first opening on East Forsyth in July 2001, so much so that Hamidi purchased the adjacent property and expanded last March. Hamidi said his lunch time crowd is the busiest and he serves many of the city’s judges and lawyers, in addition to other downtown employees. He said his lunch time customers consist of regulars who dine up to three to four times per week.
“It’s the quality food, all fresh and homemade — not from a can,” said Hamidi of the reason people come back time after time.
However, his dinner hours have not picked up yet.
Hamidi said all downtown businesses are struggling to get customers in the evening, adding that city officials should realize downtown is much more than just along the riverbanks.
“They need to promote more businesses over here,” said Hamidi, noting another hindrance to businesses in his area of downtown is the availability of accessible free parking.
Still, Hamidi plans more expansion and intends to extend the counter currently being used for ordering to allow more space for serving salads and sandwiches. He also plans to add a char grill and a fry grill to the kitchen, expanding the restaurant’s ability to provide a wider range of menu items. He has also added three more employees.
“I put everything I make back into the business,” said Hamidi, adding the secret to being successful was constantly reinvesting back into the business.
Hamidi first opened on Bay Street in December 1999 before moving around the corner to his current location. Hamidi said at the time it was convenient to open a restaurant downtown. It was easier and there were already store fronts available. He made the move to the current location because it offered a better business opportunity for him.
He cites word of mouth as being the biggest contributor to his success.
“We offer good Italian food and people who eat here tell their friends,” he said.
He also credits the growth of his business to not only quality food, but hard work and dedication.
Ironically, Hamidi said working long hours in other restaurants is what lead him to open Casa Dora. Being in business for himself has offered him a chance to spend more time with his family and not work as hard.
Hamidi has over 30 years experience in the restaurant business.
A longtime Florida resident, Hamidi started cooking at age 22 to support himself while attending school in Gainesville. He later decided cooking was his calling and left school to work at an Italian restaurant. He specializes in Mediterranean cuisine and credits his mom and several Italian chefs he has worked with over the years for his knowledge and inspiration. One chef in particular was Paul Dealto of Rome.
Hamidi spent several years working for restaurants in Jacksonville, Gainesville and Ocala.
Citing human nature and the words of his father who said, “You don’t have to work for others if you can work for yourself,” Hamidi opened his own restaurant, Pasta Delmare on Mayport Road in 1990. In 1995, he took a job as a cook at Vito’s Italian Restaurant where Hamidi worked until he decided to once again return to operating his own establishment and opened Casa Dora.