Rubio's Coastal Grill

Last updated

Rubio's Restaurants, Inc.
TypePrivate
Industry Restaurants
Founded San Diego, California (1983;40 years ago (1983))
Headquarters Carlsbad, California
Key people
Ralph Rubio, founder
ProductsTacos, burritos, quesadillas, salads
Revenue188.9 million USD (2009)
OwnerMill Road Capital
Number of employees
4,000
Website www.rubios.com

Rubio's Coastal Grill, formerly known as Rubio's Fresh Mexican Grill [1] and Rubio's Baja Grill, is an American fast casual "Fresh Mex" or "New Mex" [2] restaurant chain specializing in Mexican food, with an emphasis on fish tacos. As of 2013, Rubio's operates, licenses, or franchises more than 200 restaurants in Arizona, California, Florida, Colorado, Nevada, and Utah. It is headquartered in Carlsbad, California. [3]

Ralph Rubio Ralph Rubio.jpg
Ralph Rubio

According to founder Ralph Rubio, he and some friends from San Diego State University were on spring break in San Felipe, Baja California when he first encountered fish tacos at a local stand, and was inspired to open a restaurant serving them in his hometown, San Diego. [4] Since then, the popularity of fish tacos has spread throughout California, although they remain uncommon elsewhere. Rubio's standard fish tacos are made from Alaskan pollock, which is battered, fried, and served in a corn tortilla, although optionally offered with a flour tortilla. Grilled mahi-mahi is also available at all locations.

The first Rubio's restaurant was opened in 1983 at a former Orange Julius site on Mission Bay Drive in the Pacific Beach area of San Diego. [4] The first restaurant offered French fries, calamari, and fish tacos, among other cuisine. [4]

In 2005, a class action lawsuit was brought against the company complaining that the "Lobster Burrito" offered at the restaurant contained squat lobster (also known as Langostino) rather than clawed lobster from the family Nephropidae. Rubio's subsequently changed the name of their product to the "Langostino Lobster Burrito" to avoid future confusion. The burrito is currently only occasionally sold, as a "limited time offer".

On August 24, 2010, Rubio's Restaurants, Inc. announced the closing of its merger with a subsidiary of Mill Road Capital, L.P. to take the company private. Rubio's former stockholders were to receive $8.70 per share in cash in the transaction.

In June 2020, Rubio's Coastal Grill told Nation's Restaurant News about the closure of all their Florida and Colorado store locations, due to the negative business impact of the coronavirus pandemic. And that they will then focus on their remaining stores in the California, Arizona, and Nevada markets. Rubio's locations in Utah were closed in 2019. [5]

In October 2020, the chain filed for bankruptcy protection. [6]

Related Research Articles

<span class="mw-page-title-main">Taco</span> Mexican filled tortilla food

A taco is a traditional Mexican food consisting of a small hand-sized corn- or wheat-based tortilla topped with a filling. The tortilla is then folded around the filling and eaten by hand. A taco can be made with a variety of fillings, including beef, pork, chicken, seafood, beans, vegetables, and cheese, allowing for great versatility and variety. They are often garnished with various condiments, such as salsa, guacamole, or sour cream, and vegetables, such as lettuce, onion, tomatoes, and chiles. Tacos are a common form of antojitos, or Mexican street food, which have spread around the world.

<span class="mw-page-title-main">Cuisine of California</span> Culinary traditions of California

The cuisine of California reflects the diverse culture of California and is influenced largely by Hispanic American roots, alongside East Asian and Oceanian influences, and Western European influences, as well as the food trends and traditions of larger American cuisine.

<span class="mw-page-title-main">Del Taco</span> American fast food restaurant chain

Del Taco Restaurants, Inc. is an American fast food restaurant chain which specializes in American-style Mexican cuisine as well as American foods such as burgers, fries, and shakes. Del Taco is led by CEO John D. Cappasola, Jr., and is headquartered in Lake Forest, California. On December 6, 2021, Jack in the Box announced that it was acquiring Del Taco for $12.51 per share. The acquisition was finalized in March 2022. Del Taco has approximately 600 locations in 16 US states.

<span class="mw-page-title-main">Cuisine of the Southwestern United States</span> Food eaten in the southwestern United States

The cuisine of the Southwestern United States is food styled after the rustic cooking of the Southwestern United States. It comprises a fusion of recipes for things that might have been eaten by Spanish colonial settlers, cowboys, Native Americans, and Mexicans throughout the post-Columbian era; there is, however, a great diversity in this kind of cuisine throughout the Southwestern states.

<span class="mw-page-title-main">Qdoba</span> Restaurant chain

Qdoba is a chain of fast casual restaurants in the United States and Canada serving Mexican-style cuisine. After 15 years as a wholly owned subsidiary of Jack in the Box, the company was sold to a consortium of funds led by Apollo Global Management in March 2018. At the time of the sale, Qdoba had more than 700 locations in 47 states, the District of Columbia, and Canada. In October 2022, Qdoba was acquired by Butterfly Equity.

<span class="mw-page-title-main">Mission burrito</span> San Francisco food

A Mission burrito is a type of burrito that first became popular during the 1960s in the Mission District of San Francisco, California. It is distinguished from other burritos by its large size and inclusion of rice and other ingredients. A key method to the burritos' construction is to steam the wheat flour tortilla to increase its flexibility prior to adding the other ingredients, although that is not a requirement and burritos may be grilled instead. It has been referred to as one of three major styles of burritos in the United States, following the earlier, simple burrito consisting of beans, rice, and meat. It precedes the California burrito, which was developed in the 1980s in San Diego and contains carne asada, cheese and French-fried potatoes.

<span class="mw-page-title-main">New Mexican cuisine</span> Cuisine originating from New Mexico

New Mexican cuisine is the cuisine of the Southwestern US state of New Mexico. The region is primarily known for its fusion of Pueblo Native American cuisine with Hispano Spanish and Mexican cuisine originating in Nuevo México.

<span class="mw-page-title-main">Taco del Mar</span> American fast food chain

TDM IP Holder, LLC. , doing business as Taco Del Mar, is a Denver, Colorado-based Mexican fast casual restaurant chain that specializes in coastal Mexican cuisine. The first Taco Del Mar was opened in Seattle on June 8, 1992, by brothers James and John Schmidt. After a high of 260 locations in 2010, it has downgraded to only 66 locations in the United States and Canada. It is known for its relaxed, seaside-themed decor inspired by the beaches of Baja California.

<span class="mw-page-title-main">California Tortilla</span> Fast casual Mexican-style restaurant chain

California Tortilla, also known as Cal Tort, is an American chain of franchised fast casual Mexican-style restaurants, the first of which was opened in August 1995 in Bethesda, Maryland by business partners Pam Felix and Alan Cohen. The chain's menu is comparable to that of its competitors, such as Baja Fresh and Chipotle Mexican Grill. A typical restaurant has 2,500 square feet (230 m2) with seating for 75 people. California Tortilla was voted by readers of Washingtonian magazine as having the best burritos in both 2009 and 2010, and "best Mexican" in 2014 and 2015. In 2019, it was awarded Best Fast Casual by Washington City Paper readers.

<span class="mw-page-title-main">Antojito</span> Mexican street food called "antojitos" in Spanish

Mexican street food, called antojitos, is prepared by street vendors and at small traditional markets in Mexico. Street foods include tacos, tamales, gorditas, quesadillas, empalmes, tostadas, chalupa, elote, tlayudas, cemita, pambazo, empanada, nachos, chilaquiles, fajita and tortas, as well as fresh fruit, vegetables, beverages and soups such as menudo, pozole and pancita. Most are available in the morning and the evening, as mid-afternoon is the time for the main formal meal of the day. Mexico has one of the most extensive street food cultures in Latin America, and Forbes named Mexico City as one of the foremost cities in the world in which to eat on the street.

<span class="mw-page-title-main">Wahoo's Fish Taco</span> American restaurant chain

Wahoo's Fish Taco is a U.S.-based restaurant chain that offers Mexican food mixed with Brazilian and Asian flavors. Categorized as a "fast casual restaurant", the quality and preparation time of its food is between that of a fast-food restaurant and a more formal restaurant. Wahoo's provides many vegetarian and some vegan options, such as tofu, banzai veggies and brown rice, and also provides a kids' meal menu. They serve wahoo fish in their tacos, as well as Mahi-mahi.

<span class="mw-page-title-main">Burrito</span> Tex-Mex dish consisting of a wheat flour tortilla wrapped to enclose the filling

A burrito is a dish in Mexican and Tex-Mex cuisine that took form in Ciudad Juárez, consisting of a flour tortilla wrapped into a sealed cylindrical shape around various ingredients. The tortilla is sometimes lightly grilled or steamed to soften it, make it more pliable, and allow it to adhere to itself. Burritos are often eaten by hand, as their tight wrapping keeps the ingredients together. Burritos can also be served "wet", i.e., covered in a savory and spicy sauce, when they would be eaten with a fork and knife.

<span class="mw-page-title-main">Korean taco</span> Korean-Mexican fusion dish from American fusion cuisine

Korean tacos are a Korean-Mexican fusion dish popular in a number of urban areas in the United States and Canada. Korean tacos originated in Los Angeles, often as street food, consisting of Korean-style fillings, such as bulgogi and kimchi, placed on top of small traditional Mexican corn tortillas. Korean burritos are a similarly themed dish, using larger flour tortillas as a wrap.

Baja Med is a term conceived by Chef Miguel Ángel Guerrero that refers to fusion cuisine of Mexican cuisine, such as chicharrón and cotija cheese, with those of Mediterranean, such as olive oil, and Asian cuisine, such as lemongrass. Baja Med dishes showcase the fresh produce and seafood of Baja California.

<span class="mw-page-title-main">La Salsa</span> Chain of American fast-casual Tex-Mex restaurants

La Salsa is a chain of fast-casual Tex Mex restaurants founded in Los Angeles, California in 1979, headquartered in Scottsdale, Arizona and is owned by Canadian franchisor MTY Food Group. The chain emphasizes fresh ingredients, and each restaurant features a self-serve salsa bar.

<span class="mw-page-title-main">El Pollo Loco (United States)</span> Restaurant chain

El Pollo Loco, Inc., is a restaurant chain based in the United States, specializing in Mexican-style grilled chicken. Restaurant service consists of: dine-in, take-out, with some locations offering drive through options. The company is headquartered in Costa Mesa, California, and operates about 500 company-owned and franchised restaurants in the Southwestern United States.

<span class="mw-page-title-main">Mexican-American cuisine</span>

Mexican-American cuisine is the cuisine of Mexican Americans and their descendants, who have modified Mexican cuisine under the influence of American culture and immigration patterns of Mexicans to the United States.

Salsarita's Fresh Mexican Grill is a chain of fast casual Tex Mex restaurants in the United States serving Mexican-style cuisine. Restaurant service consists of: dine-in, take-out, online ordering, 3rd Party Delivery with some locations offering Drive Thru options. The company is headquartered in Charlotte, North Carolina, and operates over 80 company-owned and franchised restaurants throughout United States.

Roberto's Taco Shop is a chain of Mexican restaurants in California and Nevada, with locations primarily in San Diego and the Las Vegas Valley. It is based in Las Vegas, and it had 77 locations as of 2020. The company originated with a tortilleria that was founded in San Ysidro, San Diego in 1964, by Roberto Robledo and his wife Dolores. They subsequently purchased several restaurants, before renaming them Roberto's Taco Shop around 1970. The chain expanded to the Las Vegas Valley in 1990, and was also operating in Miami by the end of the decade.

References

  1. "Rubio's grilling up fresh look and brand". The San Diego Union-Tribune.
  2. Siegel, Jeff (June 2002). "Border Lines". QSR Magazine. No. 41. Archived from the original on February 24, 2005.
  3. "Rubio's Press Page". Rubio's Fresh Mexican Grill. Retrieved April 4, 2016.
  4. 1 2 3 Boyd, Lindsay (February 4, 2002). "Success came in San Diego, now Ralph Rubio gives back". UCSD Guardian. Archived from the original on April 16, 2013.
  5. Luna, Nancy (June 2020). "Restaurant closures: Rubio's Coastal Grill plans to shutter a dozen units". Nation's Restaurant News.
  6. Coley, Ben (October 2020). "Rubio's Coastal Grill Files for Bankruptcy". QSR Magazine.