Industry News | June 1, 2004

Rubio's Introduces Value Menu of Sorts

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Is it the value menu, quick-casual style?

Rubio's Fresh Mexican Grill has announced the introduction of the new Fresh & Affordable Menu. The new menu features "everyday affordable" items such as Carnitas Street Tacos for $1, Carne Asada Street Tacos for $1.39, three Taco Meal Deals for $3.99 each, and three grilled chicken salads for $4.99 each.

"This enables our current guests to come more often and invites those wanting to trade-up in quality to try us because of the new affordability," said Sheri Miksa, president and COO of Rubio's Restaurants, in a statement. "Extensive testing of our new menu in multiple markets confirmed the strong consumer acceptance of our 'affordable fast casual' positioning."

The Carnitas Street Tacos feature a grilled corn tortilla filled with pork carnitas, Rubio's guacamole, and diced onions and cilantro. The Carne Asada version is the same trappings with carne asada as the meat.

The Taco Meal Deals can be ordered with either a grilled chicken taco, a grilled carne asada taco, or a fish taco, along with chips, pinto beans, Mexican rice, and a drink.