August 17, 2017
Unlike San Diego, Floridians have little interest in Rubio’s Baja origin story. They do, however, care about awards the restaurant chain has won. Photo courtesy of Rubios Coastal Grill
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DINING: Marketing Sells the Food Rather Than the Eatery’s Story
Call it a tale of two coasts. In California, the marketing for Rubio’s Coastal Grill has long leaned on the story of co-founder Ralph Rubio getting hooked on fish tacos while on a Baja camping trip in 1974, and later giving the U.S. its first taste of the fare in a walk-up stand in Mission Bay.