Industry News | March 6, 2010

Rubio's Opens New Location With Upscale Design

Rubio's Fresh Mexican Grill will open its fifth location on the San Francisco Peninsula on March 25 in Downtown San Mateo, California. The San Diego-based chain is introducing a new, more upscale design at its San Mateo restaurant, featuring a rich sensory experience of aromas, exhibition cooking, music, and decorative patterns that compliment the complex flavors of Rubio's food.

To celebrate the grand opening, Rubio's will host a fundraising event on March 24 from 5:30-7:30 p.m., to benefit Samaritan House. The San Mateo-based private nonprofit provides services designed to help meet the needs of more than 12,000 low-income residents of San Mateo County. For a donation of $10 for adults and $5 for children 12 and under, the public can enjoy delicious Beach Mex cuisine, and Rubio's will donate 100 percent of the proceeds to the local charity.

At 10 a.m. on March 25, the restaurant's doors will open to Rubio's fans. Headlining the menu will be Rubio's World Famous Fish Tacos, Grilled Gourmet Tacos, the Big Burrito EspecialSwith char-grilled chicken or steak, freshly made salads, and Rubio's proprietary HealthMex line of tacos and burritos, which are under 700 calories, less than 30% of which come from fat.

"When I opened my first restaurant in San Diego 27 years ago, people traveled from miles away to savor one of our World Famous Fish Tacos," says chairman and co-founder Ralph Rubio. "Since then, our reputation for distinct flavors and unique products has quickly spread, and our following of loyal fans continues to grow."

Guests can easily find the new Rubio's in Downtown San Mateo near the crossing of 4th Avenue and El Camino Real. The San Diego chain is introducing a new restaurant design in San Mateo that includes eco-friendly features such as counter tops and panels made from a recycled material called marmoleum, an open kitchen, and LED lighting that uses less energy. Rubio's is also introducing digital menuboards to better showcase the food and provide more flexibility to accommodate seasonal offerings. A new floor design allows guests to move intuitively from the front door to the ordering area, to the salsa bar, and eventually into the dining room.

"We're excited to introduce this new restaurant design to San Mateo County," Rubio says. "We're anxious to see how the community responds to our latest effort to bring together the unforgettable flavors, sights, and sounds of the Baja coast for a quick but relaxed dining experience."

The San Mateo Rubio's will employ 30 team members from the local community. It is the fifth Rubio's on the San Francisco Peninsula, in addition to Menlo Park, Daly City, and two San Francisco locations.