URGENT UPDATE: Rochester is set to welcome a vibrant taste of Cuba as Yuma Fritas prepares to open in the former Taco Jed space at 808 Broadway Ave. S. in the Soldiers Field Plaza. Chef Justin Schoville and his partner Lindsay Zubay from Championship Dining are targeting a mid-December launch, promising a unique “Cubanish” dining experience.
The announcement comes just weeks after Taco Jed closed its doors in October, ending a seven-year run. With Yuma Fritas, Schoville aims to introduce locals to the flavors of Cuban street food, specifically focusing on fritas—Cuban-style burgers topped with crispy shoestring potatoes.
Schoville revealed that the inspiration for Yuma Fritas originated during a trip to Florida. “I got introduced to fritas in Miami. It’s been an idea that my wife and I have been playing around with for a while. We’ve been looking at spaces for the last couple of years,” he stated. The restaurant will feature a variety of fritas, with options including chorizo, beef, chicken, and fish, all served on a toasted egg bun and topped with a selection of unique spices and sauces.
The name “Yuma” reflects Cuban slang for foreigners, particularly Americans, which Schoville embraces as they infuse their own twists into traditional dishes. Expect to see a menu that not only celebrates the fritas but also includes a classic Cuban sandwich, a plant-based version of the Cuban, and sides like fried plantains and coconut ginger rice.
In addition, Yuma Fritas will serve a range of tropical batidos—Cuban smoothies made with ingredients like coconut, guava, and mango. “We’re just finalizing the recipes right now,” Schoville noted, emphasizing the restaurant’s commitment to authenticity and flavor.
The bar will feature an array of tropical cocktails, including mojitos and daiquiris, while traditional fountain sodas will be replaced with imported bottled beverages made with real cane sugar.
Yuma Fritas plans to hire a team of 20 to 30 staff members, aiming to create a casual dining atmosphere that fits perfectly in the former Taco Jed location. “We just need the three Ps—paint, plants, and a playlist. We’ll have a Cuban playlist from traditional to modern,” Schoville explained, indicating a swift transition into the new concept.
With excitement building for Yuma Fritas, this new establishment is poised to become a must-visit destination for Rochester residents and visitors alike. Keep an eye out for opening details as the countdown to mid-December begins!
