Post-takeover, Rubio's is emphasizing grilled fish
SEAFOODNEWS.COM [Orange County Register] By Nancy Luna - October 28, 2014
A saturation of fresh-Mex players in recent years has Rubio’s trading its casual beach focus for a more sophisticated seafood vibe.
The 193-unit Carlsbad, CA-based company is rebranding its restaurants to Rubio’s Coastal Grill – a reflection of the chain’s recent strategy to ramp up seafood offerings.
“We can really win around grilled fish,” said Ralph Rubio, who co-founded the Mission Bay fish taco stand in 1983.
Some 60 stores will undergo remodels, mostly in San Diego and then Orange County. By end of 2015, all stores will be rebranded.
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