Rubio’s Makes Waves in the Fast Casual Segment

Rubio’s Makes Waves in the Fast Casual Segment

By Kerri Adams, Managing Editor 

The fast casual segment is the fastest growing segment in the restaurant industry. Within this crowded marketplace, Rubio’s, a restaurant that brought  Fish Tacos to the masses, has become quite the success.

To survive and advance in the constantly changing fast casual landscape, a restaurant has to be able to evolve to keep up with the expectations of the consumers. Rubio’s started as a quick-serve restaurant in 1983, but morphed into a fast casual brand. Today there are roughly 190 Rubio’s restaurants in California, Arizona, Colorado, Utah and Nevada. Rubio’s helped define the fast casual segment, before there was even the term “fast casual.”  

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