Industry News | January 26, 2005

Rubio's Launches New Marketing Initiative

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"Our new e-marketing program is intended to build long-term relationships between Rubio's and our guests through personalized and relevant communications," says Tim Hackbardt, vice president of marketing for Rubio's Fresh Mexican Grill. "This state-of-the-art system allows us to communicate with our guests on a multitude of levels that traditional advertising cannot begin to touch in the way of personalization, or effectiveness. It also gives us the unlimited ability to speak all the way down to a local level so we can communicate messages uniquely relevant to a market or an individual restaurant guest base."

A key feature of the new program is Rubio's Beach Club Bulletin(SM) "mini e-magazine." The innovative e-magazine includes communications about key promotional events, education regarding Rubio's Fresh & Affordable Menu, background stories on the origins of Rubio's food and keeps subscribers involved with the Rubio's brand and culture. Guest can sign-up for the e-marketing program at any one of Rubio's company restaurant locations.

Digital creative components of the new program, including Rubio's Beach Club Bulletin, are handled by Rubio's® interactive agency, NLK Marketing. The database system is supported by the permission based e-mail expertise of Fishbowl.