Company
Then and Now

The Story of Rubio's®

Love at first bite.

The history of Rubio's is a classic love story. Man meets fish taco. Man eats fish taco. Man falls in love with fish taco. Such was the case for Ralph Rubio, co-founder of Rubio's. As a college student, Ralph made regular pilgrimages to Mexico's best beaches to surf, sun and socialize. It was on one of these trips that Ralph sat down at a seaside taqueria and met his true love. He was hooked on the fish taco.

Several years later, with the help of his entire family, Ralph opened his first Rubio's. A walk-up stand in Mission Bay, San Diego. It was at that walk up stand that America had their first taste of the fish taco. And so they were hooked.

As word of Ralph's fish tacos spread, so did his business. One store quickly expanded to three, and before long, San Diego's best-kept secret was out. Rubio's started a fish taco phenomenon that spread coast to coast. Each new store took with it, not just The Original Fish Taco® recipe, but also Ralph's commitment to using fresh and high quality ingredients. The Original Fish Taco recipe became the basis for everything that Rubio's stands for: memorable, seafood recipes that reflect our Mexican heritage and the Southern California coast.

Still going strong.

Since that day back in 1983, Ralph, with the help of a lot of great people, has sold more than 170 million fish tacos!

People still love the taste of The Original Fish Taco, and it's easy to see why. This long-time favorite is prepared fresh in our kitchens with one faithfully-followed recipe: Wild Alaska Pollock, beer-battered-by-hand and cooked to crispy perfection. Topped with shredded cabbage, mild salsa, and our signature white sauce, all wrapped in a warm, stone-ground corn tortilla.

Our food is a combination of our south of the border roots and the influence of California's coastal waters, farm-fresh ingredients and friendly people. We offer our Original Fish Taco, as well as an array of one-of-a-kind recipes. Anyone of them with some salsa (made daily), rice or chips is guaranteed to make a coastal cuisine match made in heaven.

We are still based out of sunny San Diego, though we operate over 190 restaurants on the west coast. And we invite you now, just as we would have back then, to come in and kick back. Soak up our version of a sunny day and taste something outside of ordinary.

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