Industry News | August 27, 2004

Rubio's Boosts "Fresh and Affordable" Menu

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Rubio's Fresh Mexican Grill has introduced a new crispy Cabo Coconut Shrimp Taco to expand their "Fresh & Affordable Menu." The Cabo Coconut Shrimp Taco is made with coconut battered shrimp, shredded cabbage, hand-made salsa fresca, and a pineapple mango glaze, all folded into a grilled corn tortilla.

"For over 20 years, beginning with our Fish Taco, our guests have counted on Rubio's to be the innovation leader in the Fresh Mexican Grill category. The introduction of Cabo Coconut Shrimp Tacos continues our history of bringing guests unique products," said Sheri Miksa, President and COO, Rubio's Restaurants, in a statement. "Bundling a high quality product like this with fresh chips, rice, beans and a drink for under four dollars gives our guests Rubio's uniqueness at a great value."

The product launch will be supported by in-store merchandising, plus radio advertising in select markets.

The idea behind the Fresh & Affordable Menu is to give guests fresh Mexican grill food -- chicken, carne asada, carnitas, and seafood, with guacamole, rice, beans, and chips, combined with salsas -- at affordable prices.