Rubio's Coastal Grill, citing rising business costs, abruptly shuts down 48 restaurants in California
What specific reasons did Rubio’s Coastal Grill cite for the abrupt closure of 48 stores in California?
Rubio’s Coastal Grill cited the rising cost of doing business in California as the reason for the abrupt closure of 48 stores in the state. The closures came two months after the state's $20 an hour minimum wage took effect for fast-food employees. The company did not elaborate further on the closures.
What was the original concept and founding history of Rubio’s Coastal Grill, and how has the brand evolved over the years?
Rubio's Coastal Grill, originally known as Rubio's Fresh Mexican Grill and Rubio's Baja Grill, was founded in 1983 by Ralph Rubio in San Diego, California3. The original concept was inspired by Ralph Rubio's experience during a spring break trip to San Felipe, Mexico, where he discovered fish tacos at a local stand. Upon returning to San Diego, he decided to open a small walk-up taco stand in Mission Bay, focusing on serving fish tacos2.
The brand started with a simple menu that offered French fries, calamari, and fish tacos. The fish tacos were made from Alaskan pollock, which was battered, fried, and served in a corn tortilla. The popularity of fish tacos grew, and Rubio's became known for its Baja-style fish tacos.
Over the years, Rubio's Coastal Grill has expanded its menu to include a variety of Mexican-inspired dishes such as burritos, quesadillas, and salads. The brand has also evolved its sustainability practices, committing to sourcing sustainable seafood and using environmentally-friendly packaging materials.
Rubio's has grown significantly since its founding and now operates, licenses, or franchises more than 200 restaurants across multiple states, including Arizona, California, Florida, Colorado, Nevada, and Utah3. The company has gone through name changes and rebranding efforts, but its core focus on serving fresh, Baja-inspired food remains the same.
In recent years, Rubio's has faced challenges due to rising business costs and the impact of the COVID-19 pandemic. In 2020, the company filed for bankruptcy protection and underwent a complete restructuring. Despite these challenges, Rubio's continues to operate with a strategic long-term plan to position the brand for success in the future.
What is Rubio’s Coastal Grill's current operational footprint after closing 48 stores in terms of remaining locations and states they are operating in?
Rubio's Coastal Grill currently operates 86 locations across California, Arizona, and Nevada after closing 48 stores in California due to rising business costs.