ROCHESTER, N.Y. (WROC) — A new fast-casual joint is coming to University of Rochester's college town development: PrimoHoagies. This will be the second retail location that has opened in the development since UR bought it. Joy Mart opened a couple of doors down earlier this year. In the fall of last year, the sandwich shop chain announced an East Coast expansion effort -including three locations in Rochester. This College Town location is scheduled to open May 15.