Food & Drink International - Spring 2017 Volume 1 - 39
Rubio's Restaurants Inc.
"Currently, we have four stores open and we will have eight
by the end of February," he predicts.
The new locations will be spread throughout the state
in Miami, Orlando, Fort Lauderdale, Tampa and St. Petersburg. "This is our first expansion from the West to the
East," he says.
"We're excited about the whole proposition," Mosel
continues, noting that the company has work to do in
terms of bringing awareness to the Rubio's brand. "We're
a new brand out there, so we're putting a lot of support
Some of that support comes from San Diego. "There's a
lot of personnel going out there to assist with the day-to-day
operations and the local marketing as well," he explains.
"We want Floridians to understand what Rubio's is all
about so we are ramping up the education quickly to bring
the San Diego experience to them. I'm confident that once
you sample Rubio's fare, you'll be hooked."
Celebrating the Ocean
Rubio's Restaurants Inc. does its part to promote
sustainability through its Ocean Goodness campaign, "a figurative and literal celebration of the
ocean," Director of Culinary Justin Mosel says. "Everybody enjoys the ocean and we try and celebrate it
in many different ways."
Rubio's works to be a friend to the ocean yearround with a majority of its seafood being sourced
from sustainable fisheries, recycling plastic and glass
bottles in restaurants whenever possible, and using
eco-friendly plates and to-go containers. These efforts help reduce the amounts of trash that can end
up on beaches and the coastline. The company also
supports several ocean-focused causes throughout
the year, including coastal cleanups, river cleanups
and Rubio's annual CoastFest event.
Vice President of Supply Chain Clynn Whitworth
recalls Rubio's CoastFest cleanup from two years
ago where it enjoyed a strong turnout, even though
it was raining. "We had about 3,000 people show
up and over 1,000 pounds of trash removed from
the coastline," he says, noting that the company rewarded attendees with free tilapia and shrimp tacos.
Rubio's CoastFest also included performances from
live bands and a variety of activities for all ages.
The company regularly receives accolades for its
coastal cuisine, including the 2016 Best Fish taco
(San Diego CityBeat); 2016, 2011 and 2010 Best Fish
Taco (The San Diego Union-Tribune); 2016 One of
the Top 5 favorite Mexican Chains (Market Force
Information); and 2015 Top 100 Movers and Shakers
food & drink international * spring 2017 volume 1 * www.fooddrink-magazine.com