News

Rubio's will update 60 units with coastal theme

Rubio's emphasizing coastal theme in restaurant redesign, rebranding.

September 26, 2014

Rubio's Restaurants announced it will redesign 60 of its California-based restaurants. Completion is expected by the end of 2015, and more updates are scheduled for 2016.

In addition to the restaurant redesigns, Rubio's will also be opening seven new locations by the end of 2015 and updating its name and logo, adding "Coastal Grill" to its logo.

"Since our founding, Rubio's has been a thought-leader in the restaurant category," said Rubio's SVP of Real Estate, Greg Semos, in a company press release. "As we evolve as a brand, we understand the importance of sharing our progression with our guests …  Looking to the next 30 years, it is important that our restaurants represent who we are as a brand. We are excited about what we have achieved and cannot wait to see that represented in store."

The restaurant redesigns draw inspiration from the sea and feature elements and aesthetics reminiscent of the beach, the release said. The color palette features cobalt, green, indigo and sand. Artwork includes wall panels illustrating Rubio's history, recipes and ingredients. Other updates include pendant lighting, natural wood and multi-colored seating.

Rubio's tested the design at its Carmel Mountain Ranch restaurant in San Diego and noticed a jump in sales.