Rubios Coastal Grill citing rising costs shuts down 48 restaurants in California

> Rubio’s was acquired by the private equity firm Mill Road Capital in 2010 for $91 million and taken private. In the fall of the first year of the pandemic in 2020, the company filed for bankruptcy protection and underwent a complete restructuring. Rubio’s attributed the problems to higher costs then as well, citing minimum wage increases specifically as a factor.

Private equity strikes again.

I was a huge fan of Rubios, to the point that I’ve sent letters to their mgmt via feedback form telling them their prices are too low and they should be focused on quality even if it means more expensive products.

Meanwhile across the street from my local rubios, a smaller baja mexican style place charges 50% more per item, but the quality is so much better it is packed.

Hell i’d even pay double if I could get the same plump, lightly battered cod tacos they used to serve in the early 2000s.

Instead now it’s some sad sliver of massively breaded, double fried mystery fish…

This is one of my favorite examples to cite regarding corporate culture ruining a brand through optimizing profits.

Used to be such a high quality, great restaurant. Now it sucks.

The logo is atrocious.

Rubio's was started by an SDSU student who stole the recipe from the lady at K14 marker in Mexico.