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Top 100: Rubio's Fresh Mexican Grill No. 17

June 28, 2012

Rubio's Fresh Mexican Grill

Carlsbad, Calif. / No. of units: 203

Rubio’s hired a new CEO in April 2011, eight months after being acquired itself by private equity firm Mill Road Capital LP. Mark Simon, previously COO for the company, was named CEO upon the resignation of Daniel Pittard. The chain made menu changes as well, bringing back the hand-battered Original Fish Taco that Rubio’s first introduced to San Diego diners in 1983. The company kicked off 2012 with the introduction of a Chef-Crafted Avocado Corn Fish Taco and Sesame Soy Fish Taco, and announced its plan to continue expanding the menu with sustainable seafood options throughout the year.