Rubio's Coastal Grill Explained

Rubio's Restaurants, Inc.
Trade Name:Rubio's Coastal Grill
Type:Private
Foundation:San Diego, California
Founder:Ralph Rubio
Location:Carlsbad, California
Locations:86 (2024)
Key People:Ralph Rubio, founder
Industry:Restaurants
Products:Tacos, burritos, quesadillas, salads
Owner:Mill Road Capital
Num Employees:4,000 (2013)
Revenue:188.9 million USD (2009)

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 2024, Rubio's operates, licenses, or franchises 86 restaurants in Arizona, California and Nevada. It previously had locations in Colorado, Florida and Utah. The chain announced store closings and a bankruptcy filing the same year with plans to sell itself to lenders. It is headquartered in Carlsbad, California.[3]

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 Chapter 11 bankruptcy.[6]

On May 31, 2024, the chain closed 48 stores in California including 13 in its hometown area of San Diego.[7] On June 5, 2024, Rubio's for the second time in four years filed for Chapter 11 bankruptcy. The company plans to sell itself to its lenders.[8]

External links

Notes and References

  1. News: Rubio's grilling up fresh look and brand. The San Diego Union-Tribune.
  2. QSR Magazine. Border Lines. 41. Siegel. Jeff. June 2002. dead. https://web.archive.org/web/20050224023837/http://www.qsrmagazine.com/issue/41/borderline.phtml. February 24, 2005. mdy-all.
  3. Web site: Hometown taco chain, Rubio’s, abruptly shutters dozens of restaurants, including 13 in San Diego. 2024-06-04 . San Diego Union-Tribune. en-US.
  4. News: UCSD Guardian. Success came in San Diego, now Ralph Rubio gives back. Boyd. Lindsay. 2002-02-04. dead. https://archive.today/20130416002949/http://www.ucsdguardian.org/sports/swimming-a-diving/item/1959-successcameinsandiegonowralphrubiogivesback. April 16, 2013. mdy-all.
  5. Nation's Restaurant News. Restaurant closures: Rubio's Coastal Grill plans to shutter a dozen units. Luna. Nancy. June 2020.
  6. QSR Magazine. Rubio's Coastal Grill Files for Bankruptcy. Coley. Ben. October 2020.
  7. Web site: Henry • • . Kelvin . 2024-06-02 . Rubio's closes 13 locations in San Diego County . 2024-06-02 . NBC 7 San Diego . en-US.
  8. Web site: Rubio’s Restaurants Files for Bankruptcy With Plans to Sell Chain. Kellaher. Colin. June 5, 2024. June 5, 2024. The Wall Street Journal. en.