RISE - Menu Monitor

Menu Positioning |
Rubio's Fresh Mexican Grill features salads and bowls, tacos, burritos and quesadillas. Signature items include its “World
Famous Fish Taco,” a taco containing pieces of beer battered and fried white fish with shredded cabbage, fresh salsa and
yogurt-mayonnaise sauce with a squeeze of lime in a soft corn tortilla. Other popular items are the Chicken Grande Bowl, Baja
Grilled Burrito, 3-Cheese Quesadilla and Pork Carnitas "Street" Tacos. Healthy options include HealthMex Burrito, HealthMex
Chicken Salad and Low Carb Chicken Salad. Sides include rice, beans or chips, and fresh guacamole, cheese or sour cream.
Kids’ meals include Two Chicken Taquitos or Bean & Cheese Burrito. Most units also feature domestic and Mexican beers.
Menu prices range from $1.19–$6.99. Checks average $8.37.
Promotion Plans |
Rubio’s Fresh Mexican Grill offered langostino lobster tacos and burritos to its Beach Club members only from August 24–27.
The taco was priced at $3.99, the burrito at $7.99, and a two-taco plate at $8.99. (Company Website 8/24/07)
Rubio’s Fresh Mexican Grill will celebrate the September 20 opening of its new location in Chandler, TX, by offering a free
meal every week for a year. The unit, located at Crossroads Towne Center, is the chain’s third in Chandler. (Azcentral.com
9/17/07)
Menu Development |
Rubio’s Fresh Mexican Grill will complete its switch to a zero-trans-fat canola oil in all of its locations by mid-August. The
canola oil was chosen because it enhanced the flavor and quality of items cooked with it, especially the chain’s signature Fish
Taco. (Company Release 7/9/07)
Personnel |
Daniel E. Pittard, CEO
Frank Henigman, CFO
Lawrence A. Rusinko, V.P. of Marketing
Carl Arena, V.P. of Development
Rubio’s Restaurants Inc.’s Chief Financial Officer John Fuller resigned on May 18 in order to head the financial team at JC
Resorts. Rubio’s Controller, Frank Henigman, will serve as Chief Financial Officer until a search for Fuller’s replacement is
completed. (Nation’s Restaurant News 5/14/07 p48)
Rubio’s Restaurants Inc. hired Frank Henigman as Chief Financial Officer. Henigman served as acting Chief Financial Officer
for the company since April, when John Fuller resigned. Previously, Henigman served as Rubio’s Controller. (NRN Daily
NewsFax 6/13/07)
News & Other |
Rubio’s Restaurants Inc. reported for the third quarter ended September 24 net earnings decreased 27.7% to $6 million from
$8.3 million for the same period last year. Revenues increased 6.1% to 38.8 million from $36.5 million. Same-store sales grew
1.8%. (Company Release 11/1/06)
Rubio’s Restaurants Inc. reported for the fourth quarter ended December 31 revenues increased 19.7% to $41.3 million from
$34.5 million for the same period last year. Same-store sales rose 4.9%. (Company Release 1/22/07)
Rubio’s Restaurants’ board of directors on July 25 approved a stock option grant to the company’s CEO, Frank Henigman, to
purchase 40,000 shares of stock. The option is subject to the company’s stock incentive plan and expires upon Henigman’s
resignation or on the 10th anniversary of the grant. (Company Release 7/31/07)
Rubio’s Restaurants Inc. reported for the second quarter ended July 1 net earnings increased 14.6% to $5.0 million from $4.4
million for the same period last year. Revenues grew 15.9% to $43.0 million from $37.2 million. Same-store sales increased
7.8%. (Company Release 8/8/07)
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