UPDATE: A new culinary hotspot, Yuma Fritas, is set to open in Rochester, bringing authentic Cuban flavors to the former Taco Jed space. Chef Justin Schoville and partner Lindsay Zubay of Championship Dining have confirmed that the restaurant will debut in mid-December 2023 at 808 Broadway Ave. S. in the Soldiers Field Plaza.
This exciting development follows the closure of Taco Jed in October 2023, which operated for seven years. Schoville, who was inspired by the vibrant street food culture of Havana during a trip to Miami, aims to offer a unique twist on traditional Cuban dishes. “We’ll specialize in fritas and potatoes,” he stated, describing fritas as Cuban street burgers topped with crispy shoestring potatoes.
The name Yuma has a special significance; it is Cuban slang for foreigners, particularly Americans. Schoville and Zubay, who do not have Cuban heritage, are committed to infusing their personal touch into the menu, dubbing their offerings as “Cubanish.”
The menu will feature a variety of fritas burgers, with options including chorizo, beef, chicken, and fish, all served on a toasted egg bun and topped with a selection of sauces and potatoes. Traditional Cuban sandwiches and a plant-based variant will also be available, alongside sides like fried plantains and coconut ginger rice.
Yuma Fritas will also serve refreshing batidos—Cuban-style smoothies made from tropical ingredients like coconut, guava, and mango. “We’re finalizing some tests right now to perfect these shakes,” Schoville noted.
In addition to the cuisine, the bar will offer a range of tropical cocktails, featuring classic drinks such as mojitos and piña coladas. Instead of fountain sodas, guests can enjoy imported bottled drinks sweetened with cane sugar.
To accommodate the anticipated influx of diners, the restaurant plans to hire a team of 20 to 30 staff members. Schoville believes the transition from Taco Jed to Yuma Fritas will be straightforward, requiring just “the three Ps—paint, plants, and a playlist.” The decor will feature a vibrant Cuban playlist and plenty of greenery to create an inviting atmosphere.
As Rochester eagerly awaits this new addition to its dining scene, Yuma Fritas promises to deliver an exciting blend of flavors and experiences that will not only tantalize taste buds but also celebrate Cuban culture. Keep an eye out for more updates as the grand opening approaches!
