![]() ![]() In order to save money while learning and building the business, Ralph elected to move back into to his parents ’ home. Not knowing whether the business would take hold, the Rubios started out frugally. Previously a hamburger grill, it was little more than a stand, but it would do. The family, using Ray Rubio ’s initial investment of $30,000, bought the building at a “distressed ” sale for $16,000. Thus Rubio ’s had an un-assuming but fairly risky start for a restaurant chain that by 1999 had sold more than 35 million fish tacos. He had starting working as a waiter in 1978, largely to have daytime hours free for the beach, but it was only after making his deal with his father that he got some managerial experience as an assistant manager at the Pier Company restaurant in Seaport Village. ” Before opening that first Rubio ’s, Ralph Rubio had only limited experience in managing a restaurant. With the financial backing and business acumen of his father and the help of his brother Robert, Ralph Rubio bought a small building in the Mission Bay section of San Diego and, in January of 1983, began making and selling his unique tacos under a sign reading “Rubio ’s. He wangled the recipe from Carlos, the obliging counter man, took it home and began making fish tacos for family and friends. ![]() After sampling the fare at the shop, Ralph knew that he had found a very tasty and rather unique Mexican dish. He had gotten the recipe at a taco shop in San Felipe, a fishing village in Baja California, where, in the mid-1970s, he and other student friends from San Diego State University used to take their spring break. ” It was 1982, and although Ralph had no business experience of note, he did have a good recipe for making what became the chain ’s signature menu item -its fish taco. 1982-87: Creating a Market for Rubio ’s Signature Fish TacoĪccording to Ralph Rubio ’s own account, Rubio ’s Baja Grill resulted from a challenge made by his father Ray (Rafael) “to get off his surfboard and make something of his life. However, without the restaurants ’special atmosphere, Rubio ’s dishes are also sold at other outlets in and near San Diego, including the Del Mar Racetrack and QUALCOMM Stadium. There are aquariums, patio tables shaded by thatched-palm palapa umbrellas, even decorative surfboards. Also, although there is a take-out service, the grills have a casual, Baja-inspired atmosphere which encourages in-house dining. ![]() Although Rubio ’s provides fast-food service, each chain unit prepares much of its food on a daily basis, ensuring, for example, fresh salsa, guacamole, sauces, beans, rice, and chips. The chain ’s menu now features many other seafood items, including lobster burritos and shrimp quesadillas, but each restaurant also serves marinated, grilled steaks and chicken. ![]() The fast-service restaurants serve over 40 dishes based on the cuisine of the Baja region of Mexico, including a fish taco that was founder Ralph Rubio ’s first menu item when he opened business at a small stand in San Diego. In 1999, these accounted for 23 of the company ’s units. In the greater Los Angeles area alone there are over 40 restaurants, but Rubio ’s has also expanded into four other states: Arizona, Nevada, Colorado, and Utah. operates a chain of over 100 Rubio ’s Baja Grill restaurants, most of which are located in Southern California, where the company was founded. Public Company Incorporated: 1985 Employees: 2,738 Sales: $67.9 million (1999) Stock Exchanges: NASDAQ Ticker Symbol: RUBO NAIC: 722211 Limited-Service Restaurants 1902 Wright Place, Suite 300 Carlsbad, California 92008 U.S.A. ![]()
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