Rubio’s® Announces the Redesign of 60 West Coast Locations

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Leading Fast Casual Restaurant Showcases Brand Evolution

Rubio’s® Restaurants, the popular fast casual chain known for its uniquely delicious coastal cuisine and popularizing the fish taco, announced today that it will redesign 60 of its California-based restaurants. With completion expected by the end of 2015, and more updates scheduled for 2016, the new and improved locations are slated to be a visual reflection of the brand’s evolution and culinary progression.

“Since our founding, Rubio’s has been a thought-leader in the restaurant category,” said Rubio’s Senior Vice President of Real Estate, Greg Semos. “As we evolve as a brand, we understand the importance of sharing our progression with our guests. In 2011, we began to put the wheels in motion with the re-launch of The Original Fish Taco®. Since then, we have added several innovative grilled seafood items to our menu, established our annual CoastFest beach cleanup, and introduced our successful “To the Ocean” advertising campaign. Looking to the next 30 years, it is important that our restaurants represent who we are as a brand. We are excited about what we have achieved and cannot wait to see that represented in store.”

Reflective of Rubio’s deeply rooted passion for the ocean, the restaurant redesigns draw inspiration from the sea and feature elements and aesthetics reminiscent of the beach. Hues of cobalt, green, indigo and sand sparkle throughout the restaurant and patio with shimmering blue tiles that guide guests to Rubio’s signature salsa bar. Descriptive wall panels that depict Rubio’s rich history greet guests as they enter. Unique artwork detailing the brand’s recipes and key ingredients are spread throughout the restaurant. Modern pendant lighting illuminates natural wood found throughout the restaurant and community seating while multi-colored chairs evoke thoughts of coral and sea shapes.

Semos continued, “In order to understand the impact of our redesign efforts, we designated a preliminary test site at our Carmel Mountain Ranch restaurant in San Diego, Calif. Not only did sales improved noticeably, but hundreds of guests were surveyed and provided us with overwhelmingly positive feedback related to the design, décor, color scheme and overall ambiance.”

In addition to the restaurant redesigns, Rubio’s will also be opening seven new locations by the end of 2015 and updating its name and logo to reflect its evolution. Wanting to represent its vast coastal cuisine menu, Rubio’s will now include Coastal Grill in its logo.

“We opened the first Rubio’s in 1983, as a walk up stand in the San Diego neighborhood of Mission Bay,” said Ralph Rubio, co-founder of Rubio’s. “Since then, our brand has grown to encompass nearly 200 restaurants and a much more robust grilled seafood menu. The Coastal Grill addition to the Rubio’s name is a direct representation of that evolution. Our growth is further proof that providing guests with delicious, quality food they feel good about eating is the right way to do business.”

Rubio’s was recently named the number one Mexican chain on Consumer Reports’ latest survey, ranked as one of Fast Casual’s ‘Top 50 Movers and Shakers’ and placed #1 in Technomics’ Service & Hospitality, Unit Appearance & Décor, Food & Beverage, and Value categories. Rubio’s uses sustainable seafood in nearly all of its seafood dishes and continues to expand its menu with innovative recipes ranging from sustainable shrimp to Atlantic salmon. In addition, Rubio’s also offers crisp fresh salads, grilled marinated chicken and steak, no fried pinto beans, handmade guacamole, a variety of proprietary salsas, and craft beer and sangria to complement any meal.

For more information about Rubio’s 60-unit redesign, its culinary progression or brand evolution, please visit http://www.rubios.com/. To stay up-to-date about Rubio’s happenings, events and more, ‘Like’ Rubio’s on Facebook at http://www.facebook.com/rubios or follow Rubio’s on Twitter at http://www.twitter.com/rubiostweets. Photos of the Carmel Mountain Ranch redesign are available upon request by emailing http://rubios@boltpr.com rubios(at)boltpr(dot)com.

About Rubio’s® Restaurants:
Rubio’s first opened in 1983, in the San Diego neighborhood of Mission Bay. Today, counting the ocean as a source of inspiration, Rubio’s uses sustainable seafood in nearly all of its seafood dishes and continues to expand its menu with innovative recipes ranging from sustainable shrimp to Atlantic salmon. In addition, Rubio’s also offers crisp fresh salads, grilled marinated chicken and steak, no fried pinto beans, handmade guacamole, a variety of proprietary salsas, and craft beer and sangria beverage options. Rubio’s participates in a variety of ocean-centric efforts throughout the year including its annual CoastFest celebration and beach cleanup. Rubio’s is headquartered in Carlsbad, Calif., has over 4,000 employees and operates 196 restaurants in California, Arizona, Colorado, Utah and Nevada. For more information, visit http://rubios.com.

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Danielle Solich
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