San Diego, Calif.-based Rubio’s Restaurants, a chain of 193 fast casual seafood restaurants, is adding new locations after rebranding and renovating many of its current restaurants. In addition, executives plan to add more tilapia dishes, after realizing popularity with its current tilapia tacos and burritos.
SeafoodSource recently had an opportunity to discuss Rubio’s significant use of tilapia and expansion with Ralph Rubio, co-founder of Rubio’s.
Blank: Why did you decide to add tilapia dishes to your menu three or four years ago?
Rubio: We connected with Regal Springs Tilapia, which was getting great distribution in Costco and club stores at the time. Until they came along, we mainly focused on grilled salmon, shrimp and mahi. We were also starting our re-branding strategy, from Rubio’s Fresh Mexican Grill to Rubio’s Coastal Mexican Grill, and were looking to revamp our menu. What I like about tilapia is that it’s a nice contrast to the other proteins. We wanted to differentiate the menu a bit, but still just carry a few proteins. I also like the soft texture of tilapia and the fact that, when you blacken it or bread it, you can add a lot of flavor that way. We pass the cost-savings on to the guest; tilapia dishes are usually priced 20 to 30 cents lower than mahi or salmon dishes. It’s an entry-level price, which gets more people eating grilled seafood.
Blank: How much tilapia does the company purchase? Which dishes is it used in?
Rubio: Rubio's purchases approximately 300,000 pounds of tilapia annually, and we have found that tilapia has been plentiful and the pricing stable. We have a very good relationship with Regal Springs and their supply is increasing. They built a new plant in Mexico, within the past year or so. We primarily sell tilapia in tacos and burritos. The Tilapia Taco with Cilantro Lime Slaw on a stone ground tortilla is priced at USD 3.70 (EUR 3.39), and you can order it blackened or grilled.
Blank: Which new dishes will you be adding tilapia to?
Rubio: We are testing a Santa Fe Crusted Tilapia, which would be in restaurants by January or February, if approved. It features a Panko bread crumb crust with paprika, cumin and chipotle. We are adding roasted corn and a chipotle white sauce.
Blank: In what other ways have you transformed Rubio’s menu?
Rubio: Now we feature your choice of grilled fish on any of the four salads. We are also focused on intense, interesting flavors that are fresh and healthy, or decadent. We just introduced a shrimp and bacon burrito, which has been very successful.
Blank: Why are you opening new stores now, after a brief hiatus?
Rubio: We have been remodeling stores for the last two years [as part of the Coastal Grill rebranding]. We are about 50 restaurants into it and will do about 50 restaurants a year. We are opening our first new restaurant in a couple of years in Cupertino, Calif., which should open in September. We won’t open any more restaurants this year, but will open 10 or so next year in California and Arizona. We are contemplating new markets as well.
