Industry News | October 1, 2003

Rubio’s Rolls Out Baja-Style Tacos

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The tasty tacos that are the heart and soul of Mexico have arrived in the states, thanks to Rubio's Fresh Mexican Grill. All 144 units in the Fresh Mex chain launched Street Tacos on September 30, 2003. The product launched will continue to be supported by in-store merchandising as well as advertising in select markets.

The new tacos are made with corn tortillas filled with seasoned slow cooked carnitas (roasted pork) or marinated carne asada (grilled chopped steak). They are then topped with guacamole and fresh diced onions and cilantro. Guests can personalize their order with Rubio’s handmade salsas like roasted chipotle salsa.

"The beauty of street tacos, like all Baja food, is its simplicity. Nothing compares to flavorful food, prepared fresh and served hot off the grill," Rubio's Chairman and Co-founder Ralph Rubio says. "I discovered and fell in love with street Tacos during my many visits to Baja California over the past two decades. While autumn has officially started, we think enjoying Rubio's carnitas Street Tacos with a cold cerveza or signature margarita on-the-rocks on our patio, is a great way to extend the summer, in true Baja style."

True to its Baja roots, Street Tacos, which fit perfectly into the palm of your hand, will be sold two at a time —two for $2.99 (a very Baja price). Also available will be Street Taco combo, which includes three Street Tacos served with rice and beans and chips, for $4.99. "People have counted on Rubio's to bring them the best of Baja for the last 20 years," said Sheri Miksa, President and COO, Rubio's Fresh Mexican Grill. She adds, "We are very excited about the introduction of our Baja-inspired Street Tacos. They are packed with protein and flavor, and are what people expect from Rubio's. We believe that Rubio's street tacos, along with our other authentic offerings will inspire consumers to eat, drink, and relax Baja style."