Sandwich shop/bar coming to Rochester's East End, will stress quality

The minds behind Steadfast want to elevate the sandwich game. But they're quick to say that this isn't strictly a sandwich shop.

Steadfast, 200 East Ave. in Rochester, is slated to open in April in the space formerly occupied by Matthew's East End Grill. Owner Nick Garofoli and executive chef Chuck Previte envision an establishment that melds craft beverages, high-quality sandwiches, a general store, cotton candy and a community gathering space.

It's an ambitious vision, but the duo has big plans for the 1,800-square-foot space. Demolition and renovation are currently underway. A new concrete floor was just laid, and the bar is being completely reconstructed (and will feature the gorgeous work of Jacquie Gilmore of Urban Lumberjax).

"We want to have fun with it," Previte said. "We want to foster enjoyment in here. We want people to feel comfortable and not uptight. It’s very informal. Fast casual."

"We're combining fast casual with a chef-driven concept," Garofoli added.

Matthew's, which opened in the space in 2003, abruptly closed its doors last year. The space has been empty since July. Previte, 30, and Garofoli, 32, would love to have a soft opening to introduce the neighborhood to their food during the annual St. Patrick's Day parade. They expect to be open in April.

Community is the most important factor for the Steadfast owners. Previte and Garofoli want everyone, regardless of age or background, to be comfortable. The menu will reflect that desire.

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"The name came from staying firm in what we believe in," said Previte, who studied culinary arts in both the United States and Italy. "Never wavering. I want to have good, clean food. Not from some national food distributor. We're going to order reliable, sustainable and as local as possible.

"People around this area are really starting to notice the difference, too. It's the difference between a place selling a sandwich for $7 that is big and getting a reasonably sized sandwich that is a lot better and a lot better for you. That's where we want to stand. That's our middle ground."

Previte wants to offer weekend brunch. Garofoli said the sandwich concept allows Previte to showcase his culinary skills. Everyone knows about the New Orleans muffuletta or the Philadelphia cheese steak. "What can we do to take that local passion and make it unique to Rochester?" Garofoli asks.

Previte plans to marry the traditional beef on 'weck and French dip sandwiches with a bone marrow aioli. True classics will remain the same. But they want to present them with the best possible ingredients.

They also plan to feature Mexican-influenced torta and have a "knockout lobster roll," Garofoli added. While Previte worked at Mario Batali's Lupa restaurant in New York City, he worked alongside many chefs from Mexico. They introduced him to new dishes.

"We're going to do what I know," Previte said.

"And then we'll learn new stuff," Garofoli added.

The business will feature a full liquor license. The craft beverage selections will mirror the food. Previte and Garofoli want to feature the best in local producers, but they won't limit themselves. Simple cocktails will often feature Fee Brothers bitters and College Club Beverages, makers of Fiz Sodas. They're also working with Fiz on two custom sodas, including a breakfast-inspired concoction with bacon and maple syrup.

They also plan to offer house-made cotton candy and sell goods from many local vendors, including Black Button Distilling and Saratoga Tea & Honey.

They were introduced to each other in early September by Anthony Rouhana, bar manager at the Cub Room in the South Wedge, and they've quickly discovered that they share the same outlook. Previte has just left his chef job at the Cub Room and Garofoli was looking for his next challenge.

"We have very similar creative thoughts," Previte said. "It's just a good fit."

They want to be their own bosses and they're using their own sweat equity to make it a reality. Earlier this week, they worked early into the morning to remove old wooden flooring. They managed to salvage the wood and will reuse it to fabricate the custom-built bar top and tables. They envision a herringbone pattern.

The partners talked over different concepts before coming up with the unique vision to combine a whole slew of seemingly dissimilar ideas under one roof. They needed a space to match their vision and stumbled upon the former Matthew's space after looking at more than 30 potential options in and around Rochester.

Until the doors officially open, the renovation and dreaming continue at a feverish pace. "I've always known that I wanted to be my own boss," Garofoli said. "It goes back to the name. We're excited to have ownership over the decision-making."

"We walked out of here last night exhausted, but we looked at the progress we had made and knew it was worth it. Every little thing, like sanding every chair, gets us excited," Previte added.

WCLEVELAND@Gannett.com

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