BREAKING: A vibrant taste of Havana is arriving in Rochester! Yuma Fritas, a new “Cubanish” restaurant, is set to open its doors in the former Taco Jed space at 808 Broadway Ave. S. in the Soldiers Field Plaza, with an anticipated debut in mid-December 2023.
Chef Justin Schoville and partner Lindsay Zubay are behind this exciting venture, promising to infuse Cuban flavors into a casual dining experience. The location, previously occupied by Taco Jed, closed its doors in October 2023 after seven years. This latest addition to Championship Dining’s portfolio, which includes popular spots like Hot Chip and Boxcar Hippie, aims to invigorate Rochester’s culinary scene.
Schoville revealed that the concept for Yuma Fritas originated during a trip to Florida where he discovered the unique Cuban fritas. “It’s been an idea that my wife and I have been playing around with for a little while. We’ll specialize in fritas and potatoes,” he stated. Fritas, a Cuban street burger typically made with chorizo and topped with shoestring potatoes, will be a central feature of the menu.
The restaurant’s name, Yuma, is Cuban slang for foreigners, particularly Americans. Schoville and Zubay, who do not have Cuban heritage, describe their culinary approach as “Cubanish,” signaling their intention to blend traditional Cuban cuisine with their own creative twists.
Expect a diverse menu featuring fritas options made from chorizo, beef, chicken, and fish, all topped with crispy shoestring potatoes on a toasted egg bun. Additional toppings like Havarti cheese, bacon, and avocado will also be available. Yuma Fritas will offer a classic Cuban sandwich, with a plant-based variant, along with fried plantains and coconut ginger rice.
“We’ll also have batidos, which are Cuban smoothies made with tropical ingredients like coconut and guava,” Schoville added. The bar will serve a full range of tropical cocktails including mojitos and piña coladas, while opting for imported bottled drinks instead of conventional sodas.
The restaurant is expected to employ a team of 20 to 30 staff members and will operate seven days a week. Schoville noted that transitioning the space from Taco Jed will be seamless, requiring only “the three Ps — paint, plants, and a playlist.” A lively Cuban soundtrack will enhance the dining experience, alongside vibrant decor.
Yuma Fritas is already generating buzz in Rochester, with food enthusiasts eagerly anticipating its opening. As the restaurant prepares to launch, local residents can look forward to a new hotspot that promises to deliver authentic Cuban flavors with a unique twist.
Stay tuned for more updates on Yuma Fritas as the grand opening approaches!
