By: Isabella Lazo
El Cubano Jax started as a simple idea during the pandemic, but has grown into a recognizable name
in Jacksonville’s food scene. However, the journey has been anything but easy for owner and Miami native Esteban Azofiefa.
Azofeifa considers himself a chef by trade and started El Cubano Jax in 2020 using
a hot dog cart with a flat top grill. In his spare time, he began making Cuban sandwiches
inspired by the food he grew up with in South Florida.
“El Cubano Jax was a business I started during the pandemic in 2020 and being from South Florida, it was just something that I really, really enjoyed,”—Azofeifa said.
At the time, Cuban sandwiches were not as common in Jacksonville, and Azofeifa saw an
opportunity to bring something familiar from home to a new community. What started as a
small setup at local bars and breweries quickly began to grow, gaining attention and building a
loyal customer base. Along with the expansion were also several challenges.
Over time, El Cubano was forced to close three different times, not because of anything
Azofeifa did, but because the breweries he was operating at had shut down. Each closure meant
starting over, finding a new location, and rebuilding momentum from the ground up. He faced that same reality again recently.
“To have to go through the heartbreak of essentially closing your business because
another business had to close is really what hurts,” Azofeifa said. “You get told, ‘hey, we’re
shutting down tomorrow.’”
For Azofeifa, the repeated setbacks have been both frustrating and emotional. Each time
the business closes, it is not just about losing a location. It is about losing stability, routine, and
the progress he worked to build. Despite that, he has continued to move forward.
Rather than walking away, Azofeifa has chosen to rebuild each time, holding on to the
idea that started it all. What began as a side project during the pandemic has turned into
something much more personal, shaped by both success and struggle.
While the future of El Cubano Jax remains uncertain, his commitment to the business
has not changed. Through every setback, the focus has stayed the same: continuing to bring his
food to the Jacksonville community.
In the end, El Cubano Jax represents more than just a place to grab a sandwich. It
reflects the reality of running a small business, where success often comes with challenges that
cannot always be controlled.
For updates on El Cubano Jax and where the food truck will be next, customers can
follow @elcubanojax on social media