POSCH SPICE MASTERING THE ART OF PERSIAN-AMERICAN CUISINE
A pioneer in blending Persian and American cuisines, Jimmy Z (his Farsi name is Jamshid Parvin) has been entertaining notables, professors and the people of Orange County for more than 30 years. After leaving his home of Persia just before the fall of the Shah, Jimmy came to Southern California to acquire his MBA from our very own Chapman University. Discovering that no firms at the time were interested in hiring someone of his heritage, Jimmy Z boldly opened his inaugural eatery at South Coast Plaza – Forty Carrots & Victoria’s Bake Shop. With an education in business management and a refined, yet exotic palate, Jimmy Z’s first venture quickly became a favorite, and he was positioned as the head of the Restaurant Board of Directors of South Coast Plaza by Henry Segerstrom – setting the stage for a flourishing culinary career. “There is no one like him in Orange County. It’s taken him 30 years to express that. He is a CEO, an entrepreneur, a restaurateur, and an executive chef with his MBA. He is a mentor to his staff and is extremely patient and kind . . . he has produced millionaires from his staff over the years,” Jimmy Z’s wife and business partner Suzette Parvin said. Jimmy Z’s current culinary concept, Posch, is sure to take his followers to new worlds. Posch Restaurant fills the entirety of one of the only French buildings in Orange County, and Jimmy Z is concentrating on preserving its historical reputation. The space was once a favorite hangout for John Wayne, who spent many nights inside Posch’s walls, eating and drinking and throwing parties. “The building attracted me, and I hope I can get it back to its original integrity again,” Jimmy Z said. Like a fine art museum, the multitude of rooms have been transformed into more modern representations of the elaborate character of Jimmy Z’s cultural background. From the walls to the furniture, to the light fixtures to the floors, gilded 18 karat gold has been appliquéd to impress Orange County’s “posh.” Posch also features a rotating exhibit of Persian artists throughout. With a love for throwing parties and a “feeling that it was right,” Jimmy Z has brought his international vision, yet again, to a fresh venue here in Orange County. 51
by Kristal Docter PhotograPhy by chris chaVira oF cc images
You have been opening upscale restaurants in Orange County for 30 years, including Forty Carrots and Garden Bistro in South Coast Plaza, Jimmy Z Grill in Irvine and now Posch. How did you decide to devote your life to becoming such a successful restaurateur? “I actually never thought I’d be in the food business. I came here [from Persia] to finish my MBA degree at Chapman University. When my father told us not to come back, because the war had started, I decided to stay. I thought to myself, ‘ I have the management skills, the palate and the hospitality background – why not combine them together and open my own restaurant?’”
Which of your Orange County restaurants is the closest manifestation of you, both as a culinary artist and entrepreneur?
What is your favorite thing to eat? Jimmy Z laughs heartily. “I am actually a very simple eater. Feta cheese and a French baguette with basil and a glass of wine – I can fill up on that the whole day. I love simple food; food that people know what they’re eating.”
You’ve been named in every major Orange County magazine throughout your career. How do you continue to reinvent yourself and keep the customers coming through your doors? “It is a big challenge, but the key is management and creativity. I have to be creative and develop something that the public likes. Personally, there are foods that I put on the table that I don’t enjoy eating, but people like it. I put out things that people respond to.”
“I learned the most from Forty Carrots. Running a business at South Coast Plaza taught me a lot. I was one of the youngest tenants at the time. I really enjoyed working with Henry Segerstrom and was sad to say goodbye after 20 years. I will never forget him walking us to our car to say goodbye.”
LOCALE Magazine focuses on reminding its locals to explore all that OC has to offer. What is it about Orange County that has inspired you to build your brand in this community?
After you left South Coast Plaza, you opened Jimmy Z Grill, which spoke more to your Persian roots in terms of the flavors. With Posch Restaurant, you have kept some of those influences but expanded the menu to reflect a broader range of cuisine. How do you plan your menus?
Will you be hosting any special events at Posch that your followers can look forward to?
“A chef has to have a palate that is developed from childhood, and I owe that to my mom. It comes from tasting and exploring myself, and bringing herbs into the food as needed. I write all of my own recipes and follow the trends of the newest spices. I am always learning and filtering and refining my dishes.”
“It’s the nature of love. I have been involved with many local American, Persian, and Jewish foundations, local charities, as well as many of the county’s officials. It is a blessing to give to this community.”
“I plan to host a special dinner in the kitchen. I will have tables and chairs in the kitchen where there is room for me to be with my guests and cook for them, and customize a menu based on their liking and how much they want to spend. I’m also thinking about bottling our sauces and dressings.”
Can we expect to see any other business ventures from you in the future? With a smile on his face, Jimmy Z answers: “Posch is the baby right now, and well . . . we’ll see what the future will tell.”