by Max Marbut
Staff Writer
Is this the story of a business that has operated at the Landing every day since the riverfront mall opened in 1987 or is this the story of a man who is the epitome of the “American Dream”?
Actually, it’s both.
Erfan Raffii came to this country from Iran in 1978. It was his intention to go to college, get a degree in road construction and then return home to make a career and life. That plan was dashed two weeks after he made the trip by the overthrow of the Shah and the subsequent revolution in Iran that completely changed the country to this day. Being of the Baha’i faith, he knew it would be impossible to return to his homeland, based on it being under the control of radical Muslims.
He had to go to Plan B.
“I got a job as a dishwasher at a fried chicken restaurant in Gainesville,” he recalled.
Over time, Raffii worked his way up through the ranks and eventually became the restaurant’s manager and later a district manager for the franchise operation. Along the way he developed what he refers to as “a passion for the fast food industry.”
As for how he came to be one of the last remaining original businesses at the Landing, the Rouse Company approached Raffii and two of his colleagues, who later became his partners, about developing a burger concept restaurant for a new riverfront mall in Jacksonville. The trio put their heads together and came up with “Flamers.”
They based the concept on a hybrid method of cooking a high-quality burger patty on a grill that uses both gas and charcoal briquets. The day the Landing had its grand opening, Raffii knew he had a hit on his hands.
“We ran out of food. By the end of the day people were eating lettuce and tomato sandwiches on a burger bun,” he said.
Rouse took notice and soon “Flamers” had locations at other of the developer’s properties, which led, Raffii said, to the concept of becoming a franchise operation.
At its peak, he added, there were 112 units in the U.S., Puerto Rico, the Philippines and Egypt. The international business was flourishing and Raffii was the franchisor’s vice president of operations. It looked like the sky was the limit.
Then another need for a Plan B came along.
The majority shareholder wanted to get out of the business and soon began to spin off units as independent operators that use the name and purchase the burger patties and French fries that are made to “Flamers” specifications. When all was said and done, the franchise operation was history and Raffii was an independent franchise operator at the Landing.
“This is what I know how to do,” he explained about his professional longevity.
Along the way Raffii developed other food concept offerings like a deli and a hero sandwich booth next to his burger stand in the food court but none caught on like Flamers. He’s currently using his next-door culinary testing grounds to operate Rio Burrito.
Raffii said the economic challenges being experienced have affected his business like it has every business. A lot of his customers who had been eating his burgers for as long as 15 years were dropping by to tell him today’s would be their last because they had lost their jobs.
In addition to his work ethic (Raffii is at the grill seven days a week from open to close) he said one of the things that keeps him going is being at the Landing.
“The ownership and management here are the best,” he said. “What we need is more help and support from the City, particularly we need more events that bring people Downtown and to the Landing. It’s the heart of Downtown.”
Erfan Raffii
356-2466