Iconic Restaurant Invites Customers to Welcome Back the Country’s First Fish Taco

Rubio’s® Celebrates the Signature San Diego Taste and Hand-Battered Preparation of The Original Fish Taco®.

San Diego, CA, August 19, 2011 --(PR.com)-- In 1983, Ralph Rubio introduced the United States to its first fish taco and started a nationwide food phenomenon. Today, Rubio’s® Restaurants is returning to its roots by bringing back The Original Fish Taco® that started it all. The re-launch of this 100 percent hand-battered fish taco renews Rubio’s dedication to the authenticity that first made it a San Diego staple.

Featuring Wild Alaska Pollock hand dipped in specially seasoned beer batter and cooked to crispy perfection, The Original Fish Taco is topped with fresh cabbage, mild salsa and Rubio’s signature white sauce. The combination showcases a fresh, vibrant and interesting mix of flavors synonymous with San Diego coastal cuisine.

“At Rubio’s, food is our hero and the fish taco is at the heart of our menu,” said Ralph Rubio, founder of Rubio’s. “The time I spent developing the fish taco recipe became the basis for everything Rubio’s stands for: attention to flavor, hand-crafted recipes and using only fresh, quality ingredients. The Original Fish Taco and its hand-battering is part of our continued commitment to provide our guests with delicious, unique food that is created with care.”

Ralph Rubio first discovered the fish taco while on spring break in San Felipe, Mexico. Returning to California, he perfected his recipe and introduced the fish taco to the United States in 1983, when he and his family opened the first Rubio’s in San Diego. Since then, the restaurant has sold more than 150 million fish tacos and expanded to more than 200 locations on the West Coast.

Now, nearly 30 years later, Rubio’s is celebrating The Original Fish Taco’s return. Taking the streets by storm with its first taco truck, Rubio’s is offering free fish tacos to hungry fans at local events and while cruising the beach towns along the Southern California coast. Rubio’s is also asking customers to join in the fun by attending “Tweet-Up” parties, participating in its “Show Us Your Best Fishy Face” promotion on Facebook, or playing the online game “Chase the Taste,” which is slated to launch at the end of August – all for the chance to win prizes such as cash, iPads, and free Rubio’s food.

To learn more about The Original Fish Taco re-launch, Rubio’s social media promotions and online games, or to find a Rubio’s location near you, visit: http://rubios.com. Fans can also join in the conversation on Facebook at http://facebook.com/rubios and Twitter at http://twitter.com/rubiostweets.

About Rubio’s Restaurants:
The first store was opened in 1983 in San Diego by Ralph Rubio and his father, Ray, who introduced fish tacos to the United States and started a phenomenon that has spread across the nation. Today, Rubio’s menu has grown from The Original Fish Taco® to include other hand-crafted, coastal seafood recipes that feature shrimp, wild salmon, ono, and mahi mahi. In addition to seafood, Rubio’s offers chargrilled marinated chicken and steak, fresh made guacamole, “no fried” pinto beans℠ and a variety of salsas, and proprietary sauces that are prepared daily. Rubio’s is headquartered in Carlsbad, Calif., and operates more than 200 restaurants in California, Arizona, Colorado, Utah and Nevada. For more information, visit http://rubios.com.

Jesse Garner
949 436 3398