Rubio’s changes name, highlights seafood with revamp

Rubio’s changes name, highlights seafood with revamp

“Rubio’s Coastal Grill” seeks to differentiate with fish tacos

Rubio’s Fresh Mexican Grill is changing its name and renewing its focus on seafood as part of a brand revamp.

The fast-casual chain is slowly evolving into “Rubio’s Coastal Grill,” as the Carlsbad, Calif.-based concept works through a remodeling program that will eventually reach all 193 restaurants. The new ocean-themed décor will also be the design going forward for the six or seven new units scheduled to open this year.

Ralph Rubio, who found

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TAGS: Marketing News
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