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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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Rubio’s Caters to Florida’s Tastes

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.

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