It used to be a fried chicken place. Then a pizza joint. Then a scratch kitchen. Now, the little restaurant at 9 South Ave. in the Village of Webster is serving up something completely different: empanadas — with all the fixin’s.
It’s called Munchie’s Roc City Empanadas, and even though the restaurant is less than a week old, owner Luis “Munchie” Carrasquillo is already seeing a steady stream of customers, even in this oppressive heat, when just stepping outside feels like a chore. Fans of the Munchie’s food trucks, familiar from local festivals, markets and street corners, are tracking him down at his new location, and plenty of new customers are discovering empanadas for the very first time. And from what I’ve seen, the prevailing — very enthusiastic — opinion seems to be that this is the kind of restaurant the Webster area has needed for a long time.
When Luis officially opened late last week, he was working with a limited food truck menu: six kinds of empanadas and eight sides, including traditional favorites like Spanish rice, maduros, bacalaitos and tostones, along with staples like French fries and mac and cheese. But this week, he’s rolling out an expanded menu, and also launching Taco Tuesdays and Fish Fry Fridays. (And keep reading to find out about his Fireman’s Parade Day specials.)
Munchie’s Roc City Empanadas may have just opened its first brick-and-mortar location, but the brand has a long history rooted in resilience and creativity.
Luis first tried to open a restaurant in the early 1990s, setting up shop on Clinton Avenue in downtown Rochester. Unfortunately, sales were slow, and he quickly found himself in financial trouble, just days away from shutting down.
Then came the phone call that changed everything.
A worker from a nearby construction crew ordered a meal for delivery. As soon as he started eating, his coworkers took notice, and they all placed their own orders. On the way back to prepare the food, Luis had a game-changing realization: if customers wouldn’t come to him, he’d bring the food to them.
He began packaging $5 and $10 meals and drove around his neighborhood, selling them out of the trunk of his car to patrons and employees at local businesses. He developed a loyal following, with customers looking forward to his regular visits. The demand grew so strong that he eventually stopped selling from the front of the restaurant entirely; his mobile method was more profitable and far more successful.
Then COVID hit. His usual stops closed their doors or no longer allowed outside vendors. So Luis pivoted once again, investing in a food truck. It needed a lot of work, but before long, Munchie’s Roc City Empanadas was officially on the road, and business has been rolling ever since.
Luis is a Village of Webster resident, so when it came time to take the next step and open his first Munchie’s Roc City Empanadas restaurant, the village was a natural choice.
“We’re home,” he said. “Webster is my place.”
He’s excited to share his passion for empanadas with the community, so keep an eye out for him at local festivals and special events. He’s already cooking up a special for this Thursday, Fireman’s Parade Day: his empanada-and-side combo, normally $15, will be just $10 that day. Individual sides will go for $5. And don’t forget to grab some fried dough while you’re at it. After all, it is carnival time.
Now that he’s in Webster, though, don’t expect Luis to sit still for long. He said,
This branding, this logo will go everywhere. By the time it’s over with, Penfield, Fairport, Irondequoit, Greece, Pittsford, all the surrounding suburbs will have a Roc City Empanada restaurant. That’s our goal in the next couple years. … We want everybody to have this experience.
We started in the city, in the middle of everything. Now we want to go out in the circle and have everybody experience what it is to eat a Roc City Empanada.
Webster is fortunate that Luis Carrasquillo has chosen our village to be the launchpad for his future success, serving as ground zero as Roc City Empanadas heats up the Rochester food scene.
Munchie’s Roc City Empanadas is located at 9 South Ave. in the Village of Webster. For now, the restaurant is open every day, 10 a.m. to 10 p.m., until Luis can gauge the flow of the neighborhood and see what hours best suit his customers. Keep tabs on his Facebook page and website for details about the hours, when and if they change. You can also call (585) 435-6848.
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(posted 7/7/2025)
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