Bellmore’s Roberto Chang serves up Latin & Asian modern street food

With his first New York location, Roberto Chang owner Paul Cicchetti hopes diners come for the adventerous and healthier food — and just maybe, a couple will feel inspired to open their own franchise. 

Cicchetti, a Harlem native who moved to Long Island, explained that he came up with the concept for his Latin and Asian modern street food restaurant in Bellmore about seven years ago. 

“‘Roberto Chang’ started as a man from the Bronx, who was Latin and Asian, learned to cook from his parents, and would play music while selling his cuisine on street corners,” said Cicchetti, 69, who officially opened Roberto Chang, located at 2793 Merrick Road, in January, before hosting a grand opening event in March. 

Don’t expect to see Roberto Chang hanging out at the restaurant. Cicchetti noted that Chang is “a fictitious character, a story concept” and an inspiration.

The idea, he said, was to create a Latin and Asian story that delivered equal focus on both cuisines. While the Roberto Chang story may be made up, the concept is loosely based on some of Cicchetti’s life experiences growing up in New York.

Roberto Chang‘s interior is replete with murals of urban street scenes, coupled with vibrant urban music pumping on TVs and over the sound system.

“Look at the counter and it looks like a guy setting up a street food business … a grassroots idea,” Cicchetti said. “Taking a dream and turning it into reality.”

 A large part of the concept at Roberto Chang is an emphasis on healthier eating.

“Our focus is on good, healthy food products,” said the owner, noting that seed oils are not used in the kitchen.

Cicchetti opined that “Seed oils … especially when heated … become toxic.” 

The question of whether seed oils are bad for you is a debatable topic with the Cleveland Clinic noting that the relationship of seed oils and health involves a complex mix of factors, including what products the oils are used in, the amount that people consume, and whether or not the oils are being heated at very high temperatures.

Roberto Chang uses commercial-grade air fryer units to prepare many grab-and-go menu items, including artisan empanadas, egg rolls, pizza, wontons, French fries and ice cream.

Greater Long Island sampled a chicken empanada, fries and an apple turnover. All were hot, tasty and noticeably air-fryer prepared, without a hint of any oils, whatsoever.

“We want to be a healthier type of food franchise that provides opportunities for young people,” Cicchetti said, adding he already has identified some potential franchisees.

He said he believes franchises are notoriously expensive and for the most part, out of reach for young entrepreneurs. Most franchises want prospective owners to have about $1 million in liquid cash assets to get involved, he added.

Cicchetti explained that his business model is one that doesn’t require much space and is very affordable. When asked how affordable, he said entry into his franchise can be had from an investment of $50,000 to $100,000. 

Cicchetti, who credits his bus driver father for his work ethic, considers Roberto Chang a “restaurant of the future.”

“I’m not in the restaurant business, I’m in the franchise business and we sell food,” he said, adding that he decided to embark on this venture now, “Because I’m an entrepreneur and I see opportunity. I was also a young person who became an entrepreneur.

“What drives me is the potential opportunity of some high profile franchises such as Subway, Jersey Mike’s subs, Raising Cane’s and Hunt Brother’s pizza,” franchising success stories worth billions of dollars.  

Cicchetti’s current goals are twofold: provide people with some healthier, fast-food alternatives and also help young entrepreneurs. 

“I want to get this (Roberto Chang) to work and have people buy into it,” he said.

_{Top images: Taken by Alan Krawitz.}