Rubio’s launches new look and name, reinforces focus on seafood


James Wright, Senior Editor

Published on
January 28, 2015

Rubio’s Restaurants, the San Diego-Calif.-based fast casual chain that put fish tacos on the culinary map, is undergoing a rebranding effort to freshen up its look, incorporate a new name (Rubio’s Coastal Grill) and add more grilled seafood items.

New California restaurant locations are opening this month and next sporting the new decor and design: Oceanside, Carlsbad, Encinitas and Temecula. The company will redesign 45 other sites in the state this year; all 193 locations will be re-branded from Rubio's Fresh Mexican Grill to the new name. 

“Since opening the first Rubio’s in San Diego in 1983, our brand has grown to encompass nearly 200 restaurants and has evolved the menu to feature a more expansive grilled seafood menu,” said Ralph Rubio, co-founder of Rubio’s. “It gives me great pleasure to begin our redesign journey in our hometown of San Diego. We’re confident our guests will continue to enjoy our amazing food while experiencing an enhanced ambiance.”

The new look received overwhelmingly positive feedback for its design, décor, color scheme and overall ambiance by thousands of guests in the San Diego area. There was also a significant improvement in sales, the company noted.

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