Rubio's Fresh Mexican Grill

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Rubio's Fresh Mexican Grill

Type	Public (NASDAQ: RUBO)
Founded	San Diego, CA (1983)
Headquarters	Carlsbad, CA
Key people	Ralph Rubio, founder
Industry	Restaurants
Products	Tacos, burritos, quesadillas, salads
Revenue	137,400,000 USD (2005)
Employees	3,000
Website	www.rubios.com

Rubio's Fresh Mexican Grill, formerly known as Rubio's Baja Grill, also simply known as Rubio's, is a fast casual restaurant chain specializing in Mexican food, with an emphasis on fish tacos. As of 2005, Rubio's has over 150 restaurants in the western United States, including California, Arizona, Colorado, Nevada and Utah.

Fish tacos originated in Baja California, Mexico. Ralph Rubio was on spring break from San Diego State University in San Felipe when he experienced them, and was inspired to open a restaurant serving them in his hometown, San Diego, California. The first location was opened at a former Orange Julius stand at 4504 E. Mission Bay Dr., where it still remains. Since then, the popularity of fish tacos has spread throughout California, but they remain uncommon elsewhere. Rubio's fish tacos are made from Alaskan Pollock, which is battered, fried, and served in a corn tortilla.

Rubio's concept of "upscale Mexican fast food" was used as a blueprint by competing chains, including Fins, Baja Fresh, Chipotle Mexican Grill, and Wahoo.

A 2005 class action lawsuit brought against the company complained that the "Lobster Burrito" offered at the restaurant contained squat lobster (also known as Langostino) rather than clawed lobster from the Nephropidae family. Rubio's subsequently changed the name of their product to the "Langostino Lobster Burrito" to avoid future confusion. The burrito is currently only occasionally sold as a "Limited Time Offer."