Rubio's Fresh Mexican Grill® Shifts Marketing Into High Gear

Louisville, KY- July 26, 2005 -- Rubio's Fresh Mexican Grill (RUBO) is taking it to the streets and turning up the heat with a new, fully integrated marketing campaign that will launch this week in Southern California markets. Created by new agencies of record, Brand Thirty- Three for creative, marketing and advertising services and The Blaze Company for public relations services, the campaign will leverage the "legendary flavor(SM)" that Rubio's is known for, saturating San Diego, Orange and Los Angeles Counties with a new message delivered through some unexpected vehicles. "In addition to traditional media, Rubio's is taking some creative approaches as they introduce themselves to new guests and remind their loyal fans of all the flavorful and fun reasons to love Rubio's," says Sheri Miksa, president and CEO of Rubio's Restaurants, Inc. "It's an exciting venture we've embarked upon with the help of our new agencies. Brand Thirty-Three and The Blaze Company have us showing up in fun and interesting places this summer. Don't be surprised to see us arriving by land, sea and air!" The company reported that the major emphasis of the combined agency strategy is advancing the notion that Rubio's offers delicious, distinctive food and a one-of-a-kind restaurant experience that appeals to all the senses. This will be accomplished through a mix of traditional media and marketing strategies and guerilla marketing.

"This campaign will bring the magic of Baja and Rubio's directly to our regular and potential guests with all the flair, fun and flavor that has become legendary at Rubio's," says Miksa.

Under the direction of Torrance, Calif.-based Brand Thirty-Three and Venice, Calif.-based The Blaze Company, new creative and publicity campaigns will seek to synergistically define and communicate the total Rubio's brand by increasing awareness and exposure for its Baja-inspired cuisine, authentic heritage and comfortable and fun dining experience

These new approaches are the craze of viral marketing strategies that have proven to be very effective for brands like, Apple, Nike, Motorola and even Carl's Jr. With the recent success of the Paris Hilton campaign. Companies like Rubio's are taking their queues from what the consumer is responding to in terms of brand identification. "Seeing these campaigns move to a new level in the restaurant industry is natural progression in retail marketing strategy" stated Paul Barron, publisher and industry strategist of Fast Casual Magazine. "New viral approaches are very effective in reaching the new "power consumer" that has more choices than ever before. With over 3000 marketing messages reaching a consumer each day, it's no wonder that the food business is re-thinking their approach to marketing", added Barron.