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Rubio’s Rebrands Restaurants with A Taste of Baja and New Dishes

The home of The Original Fish Taco®, Rubio’s Coastal Grill, is celebrating their 40th anniversary by rebranding. The eatery’s new A Taste of Baja brand positioning captures Rubio’s craveworthy, Baja-inspired Mexican food, as well as the laid back, beachy Baja lifestyle.

The new brand look combines creative inspiration from Rubio’s Baja roots with modern design influences, for an elevated take on the legacy of Rubio’s original taco stand. New restaurant signage features Mexican patterns, custom illustrations, quality ingredients and beachy coastal lifestyle cues. This month, all Rubio’s Coastal Grill locations will be debuting the refreshed store décor and packaging, plus offering new dishes that highlight the company’s commitment to fresh, sustainable seafood and the flavors of Baja. The limited-time menu will be available from February 15 – May 31, and includes delicious shrimp dishes for Lent. The new dishes are:

Baja Chimichurri Red Shrimp Bowl

Wild-caught red shrimp, handmade guacamole, roasted corn, cotija, crisp shredded cabbage and garlic butter topped with a new chimichurri sauce made with cilantro, onion, garlic and jalapeno. Served on warm flour tortillas with “no-fried” pinto beans™ and tortilla chips.

Baja Chimichurri Red Shrimp Two Taco Plate

Wild-caught red shrimp, crisp romaine, citrus rice and black beans topped with handmade guacamole, roasted corn, cotija, and garlic butter topped with a chimichurri sauce made with cilantro, onion, garlic and jalapeno.

Puerto Nuevo Burrito featuring Langostino Lobster

Sustainably sourced, wild-caught Langostino Lobster, Mexican rice, pinto beans, drawn garlic butter, salsa fresca, chipotle picante and guacamole wrapped in a warm flour tortilla.

Rubio’s has locations across California, Arizona and Nevada. Guests are encouraged to order through the Rubio’s app or For more information about Rubio’s Coastal Grill and to view the menu, visit Rubio’sFacebookInstagram and TikTok.

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