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Rubio’s Restaurant to roll out new store design to 60 West Coast locations


San Diego -- Rubio’s Restaurants is updating its menu offerings and brand to better reflect its coastal roots. The privately held chain, which owns and operates 200 locations, will redesign 60 of its restaurants in Southern California by the end of 2015.

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The redesign draws inspiration from the sea, with a color palette of cobalt, green, indigo and sand. Materials include natural wood and blue tiles.

Descriptive wall panels that depict Rubio’s rich history greet guests as they enter. Unique artwork detailing the brand’s recipes and key ingredients are spread throughout the restaurant. Modern pendant lighting illuminates natural wood found throughout the space and community seating while multi-colored chairs evoke thoughts of coral and sea shapes.

In addition to the restaurant redesign, Rubio’s is dropping "Fresh Mexican Grill" from its logo and replacing it with "Coastal Grill."

“We opened the first Rubio’s in 1983, as a walk up stand in the San Diego neighborhood of Mission Bay,” said Ralph Rubio, co-founder of Rubio’s. “Since then, our brand has grown to encompass nearly 200 restaurants and a much more robust grilled seafood menu. The Coastal Grill addition to the Rubio’s name is a direct representation of that evolution.”

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