URGENT UPDATE: A vibrant taste of Cuba is coming to Rochester as Yuma Fritas prepares to open in the former Taco Jed space. Chef Justin Schoville and his wife Lindsay Zubay aim to launch this “Cubanish” restaurant by mid-December 2023 at 808 Broadway Ave. S. in the Soldiers Field Plaza.
The announcement follows the recent closure of Taco Jed, which served the community for seven years before shutting its doors in October 2023. Yuma Fritas promises to inject fresh flavors and a lively atmosphere into the local dining scene.
Schoville revealed that the concept of Yuma Fritas was inspired during a visit to Florida, where he first tasted fritas—a Cuban-style street burger. “It’s been an idea my wife and I have been playing around with for a little while,” he stated. “We specialize in fritas and potatoes, featuring options like chorizo, beef, chicken, and fish, all topped with shoestring potatoes on a toasted egg bun.”
The restaurant’s name, “Yuma,” is Cuban slang for foreigners, particularly Americans, reflecting Schoville and Zubay’s non-Cuban heritage. However, they will infuse their own twists into traditional Cuban dishes, branding the menu as “Cubanish.”
Diners can expect a variety of options, including the traditional Cuban sandwich and a plant-based version, along with innovative sides such as fried plantains and coconut ginger rice. Schoville emphasized the uniqueness of their batidos—tropical shakes made with ingredients like guava and caramelized pineapple—setting them apart from typical milkshakes.
In addition to the food menu, Yuma Fritas will feature a bar offering a full selection of tropical cocktails, including mojitos and piña coladas. Instead of conventional fountain drinks, patrons can enjoy imported bottled Coca-Cola and Fanta, sweetened with cane sugar.
To create a welcoming atmosphere, Schoville plans to employ a team of 20 to 30 staff members and transform the space with “the three Ps”—paint, plants, and a playlist. “We’ll have a Cuban playlist from traditional to modern,” he noted, aiming to create a lively dining environment.
Yuma Fritas will operate seven days a week, catering to both locals and visitors eager for a taste of Cuban culture. With its anticipated opening just weeks away, excitement is building around this new culinary venture in Rochester.
Stay tuned for more updates on Yuma Fritas as the opening date approaches!
