Yuma Fritas Brings Cuban-Inspired Flavor to Soldiers Field Plaza

Helmed by Chef Justin Schoville and Lindsay Zubay, the new concept takes over the former Taco Jed space at 808 Broadway Avenue South in Soldiers Field Plaza.

Yuma Fritas blends creativity with comfort, described as a “Cubanish” approach to food that celebrates Cuban street flavors while leaving room for innovation. The centerpiece of the menu is the fritas burger, a Cuban street classic traditionally made with chorizo. At Yuma Fritas, diners can expect several versions including chorizo, beef, chicken, and fish, all served on toasted egg buns with crispy shoestring potatoes piled on top.

The restaurant will also serve traditional Cuban sandwiches alongside a plant-based version, complemented by sides like fried plantains, coconut-ginger rice, and malanga fritters. The drink menu is equally spirited, featuring tropical milkshakes called batidos in flavors such as guava, caramelized pineapple, and papaya. A full cocktail bar will serve mojitos, daiquiris, and Cuba libres. Instead of fountain sodas, imported bottled Coca-Cola and Fanta made with cane sugar will add an authentic touch.

Championship Dining’s footprint in Rochester is well established with concepts like Hot Chip Burger Bar, Boxcar Hippie, and North Mr. Pizza. Their reputation for bringing fun, community-driven dining experiences gives Yuma Fritas a strong foundation. In interviews, the team emphasized the simple ingredients of their new venture’s atmosphere: paint, plants, and a playlist, promising lush greenery and Cuban beats to set the mood.

Beyond the menu, Yuma Fritas is expected to employ 20 to 30 staff members and operate seven days a week. Its Soldiers Field Plaza location offers easy parking and accessibility, positioning it to draw steady traffic. The restaurant’s opening, targeted for mid-December, marks another sign of momentum in Rochester’s evolving food scene, where creativity and culture continue to find a flavorful home.

Whether you’re drawn by the bold flavors, the tropical drinks, or the community energy Championship Dining Group is known for, Yuma Fritas is shaping up to be a lively new chapter in Rochester’s culinary story.