FLAME IT!

Was there ever a time in your life that you felt so strongly for something but had no idea if you were right or wrong? 

FLAME IT! Is a product of a partnership effort built only on trust, confidence and a little ingenuity. 

It began on a craving for grilled burgers this one fine December day. Having been compromisingly satisfied with the existing burger chains, we knew burgers could get better. Unfortunately in a little place like Cebu, not a lot of options can be had. Then surfaced the idea of opening a grilled burger outlet. The time was perfect. Cebu being a virgin market for novelty food was more than ever ready to accept such a dining experience. 

The next six months was devoted to research and taste testing. Alas, we opened the doors of our humble 25 square meter outlet to the general public on May 18, 2002. We served gourmet burgers on a healthy oatmeal bun of which you have the option to choose from our list of epicurean toppings. And for those who do not fancy burgers as much, we offer German sausages at affordable prices alongside pasta and rice meals. What’s more exciting was that your food was cooked and prepared right before your eyes, open flame grilling and all, a first in Cebu. Hence, the aptly named, Flame It! In addition to quality and service, customers are assured of food and handling sanitation.  

Being a part of the Quick Serve Restaurant (QSR) industry, our made to order products set us apart from the run of the mill fast food joints that have been greasing their way to our dining lifestyle. Good food should not be pre- cooked and lined up, sitting and waiting to be picked up. It takes a little time to bring out its natural flavor.   Not only do we serve giant beef patties, we cook them over open flame fired by lava rocks. Yes, volcanic rocks. No charcoal, no carbon, no grease. Just the smoked beef flavor every burger should have.  

The response was incredible. Soon after, we were invited by Ayala Center Cebu to open an outlet at the mall. Although barely six months in operation, we let our gutsy side kick in and dared open our Ayala store at the 4^th Level on December 8, 2002. After all, we got by mostly on believing in the product and in ourselves. We cannot betray this belief now.  

By this time our modest outlet by the corner was not enough to accommodate the gastronomes of Cebu. We had no choice but to close shop and open right around the corner to a bigger, more comfortable location a year after it first opened.  

Having earned an award from Ayala Merchants Awards for Most Promising Food Outlet for 2003 and likewise bagging awards from Philippine Marketing Excellence Awards and Shopper’s Choice Awards, we felt we were ready for a third outlet soon. As franchise opportunities pour in, we are more concentrated on building company owned stores for the moment to fully build our niche in the food industry of Cebu. Our third outlet opened in Mandaue City on June 20, 2004. 

After 5 years of passionate service to the Cebuanos, operations have only gotten bigger.
As evidenced by our latest outlet in Paseo, F. Cabahug St., Mabolo, which opened on June 18, 2007, we introduced a newly improved store design and along with this evolution, we have introduced a new array of menu items from rice meals to desserts. We wish to continue evolving in areas of store design, product development and standard, to adhere to industry progress and satisfy a more discriminating market. With pizza parlors incorporating bistros and burger joints integrating cafes, Flame It will no less adapt to this changing consumer demand and will adapt, with style. 

We wish only to retain the bold spirit that has driven the personalities behind Flame It! Success only begins in taking risks.  

Watch out for our SM outlet opening on January 2009!