Rubio's Coastal Grill
Rubio's Coastal Grill is a fast-casual restaurant chain headquartered in Petaluma, California, serving coastal Mexican-inspired cuisine — notably fish tacos — to individual consumers and families through dine-in, pick-up, and delivery channels across its U.S. restaurant locations.
- Company typePrivate
- Founded-
- Headquarters—
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Rubio's Coastal Grill does
Rubio's Coastal Grill, operating under the legal entity Rubio's Restaurants, Inc., is a U.S. fast-casual restaurant chain headquartered in Petaluma, California. The company is positioned in the coastal Mexican cuisine niche and is historically associated with popularizing the fish taco format in the American fast-casual segment. Its customer base consists of individual consumers and families seeking dine-in, takeout, and delivered meals from a recognizable specialty concept. No franchise-versus-company-operated unit mix, exact store count, or geographic footprint detail is provided in the source data.
The company's product offering centers on a coastal Mexican menu built around fish tacos and complementary items, executed through physical restaurant locations. Its technology stack is limited to standard restaurant-operator digital tooling: a consumer-facing web ordering platform at order.rubios.com, native iOS and Android mobile applications, and consumer-brand engagement via Instagram (@rubioscoastalgrill) and TikTok (@officialrubios). No proprietary AI/ML, data platform, or back-of-house automation technology is disclosed in the available data.
Commercially, Rubio's generates revenue through per-transaction food and beverage sales across dine-in, pick-up, and delivery channels. As a privately held company, it discloses no revenue, EBITDA, same-store-sales, or ownership data in the source set. The reported 27-employee figure almost certainly reflects corporate/administrative headcount rather than total restaurant labor, given the company's profile as a multi-unit operator. No funding rounds, M&A transactions, leadership changes, or restructuring events are recorded in the available data.
Rubio's Coastal Grill firmographics
Firmographics- Name
- Rubio's Coastal Grill
- Legal name
- Rubio's Restaurants, Inc.
- Website
- https://order.rubios.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Rubio's Coastal Grill is a fast-casual restaurant chain headquartered in Petaluma, California, serving coastal Mexican-inspired cuisine — notably fish tacos — to individual consumers and families through dine-in, pick-up, and delivery channels across its U.S. restaurant locations.
- Ownership category
- akta.pro rank
Rubio's Coastal Grill industry classification
Industry- Product category
- Fast-Casual Restaurants
- NAICS
- Limited-Service Restaurants (722513)
- SIC
- Retail-Eating Places (5812), Retail-Eating & Drinking Places (5810)
- akta.pro primary industry
- Mexican/Latin QSR (Tacos, Burritos, Bowls) (THAFAAAE)
- akta.pro secondary industry
- Seafood QSR (THAFAAAH)
Keywords
Rubio's Coastal Grill business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales
Revenue model
- Food and Beverage Sales: Revenue generated from selling prepared food and beverages directly to consumers at restaurant locations and through take-out/delivery orders.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Rubio's Coastal Grill product offering
Product offeringCore offering
Rubio's Coastal Grill operates a fast-casual restaurant chain serving coastal Mexican cuisine, with fish tacos as its signature offering. Customers access the menu through company-owned restaurant locations for dine-in and pick-up, plus direct delivery orders placed via the company's website (order.rubios.com) and native iOS and Android mobile applications.
Product overview
Rubio's Coastal Grill is a fast-casual restaurant chain specializing in coastal cuisine, primarily known for fish tacos. The company operates a consumer-facing online ordering platform as its primary digital product offering. The product portfolio consists of the online ordering web application available at order.rubios.com, along with mobile applications for iOS and Android devices.
Differentiator
Problem solved
Functional benefit
Products and services
- Rubio's Coastal Grill Online Ordering Web-based online ordering platform accessible via order.rubios.com, enabling customers to choose a location, select pick-up or delivery, and place orders for Rubio's coastal Mexican menu.
- Rubio's Mobile Ordering App Native mobile applications available on the Apple App Store (iOS) and Google Play Store (Android) that let customers place pick-up and delivery orders for Rubio's coastal Mexican menu.
- Rubio's Coastal Grill Restaurant Dining and Pick-Up Company-owned physical restaurant locations offering dine-in service and pick-up of coastal Mexican fast-casual menu items, including signature fish tacos.
- Rubio's Coastal Mexican Menu (Fish Tacos and Coastal Mexican Cuisine) Coastal Mexican food menu featuring signature fish tacos, available for dine-in, pick-up, and delivery via restaurant locations and digital ordering channels.
- Rubio's Weekly Deals Promotional weekly deals offering discounted menu items to consumers, accessible via the corporate website and used to drive traffic to restaurant locations and digital ordering.
Companies that use Rubio's Coastal Grill
Customer profileSegments1 record
Ideal customer profiles1 record
Rubio's Coastal Grill technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Rubio's Coastal Grill partnerships and signals
Strategic signalRecent moves4 records
Expansion highlights3 records
Rubio's Coastal Grill competitors and assessment
Company assessmentDirect peers
- Del Taco: Fast-casual/quick-service chain serving Mexican-American fare including tacos and burritos. Direct competitor to Rubio's in the value-Mexican QSR segment, with overlapping menu and price points.
- Wahoo's Fish Taco: Fast-casual chain specializing in fish tacos and coastal Mexican/Brazilian/Asian fusion. The closest direct competitor to Rubio's on the fish-taco-led, coastal-Mexican positioning, serving a similar health-conscious consumer.
- Rubio's (legacy / pre-restructuring): The historical, multi-state Rubio's Coastal Grill chain. The most direct comparable to the present entity on brand, menu, and store format, providing a template for unit economics and traffic benchmarks at scale.
- Baja Fresh: Fast-casual Mexican chain emphasizing fresh, grilled ingredients. Highly comparable to Rubio's in positioning around fresh, quality Mexican food; both operate in similar trade areas in the Western US.
- Moe's Southwest Grill: Fast-casual chain serving burritos, tacos, and quesadillas in a similar counter-service format. Comparable to Rubio's on category, customer, and pricing, though positioned more on Southwest/tex-mex than coastal fare.
- Qdoba Mexican Eats: Fast-casual Mexican chain serving tacos, burritos, and bowls with customizable ingredients. Comparable to Rubio's on menu format, service model, and target health-conscious Mexican QSR customer.
Broad incumbents
- Taco Bell: Mass-market Mexican QSR and dominant category leader. Comparable to Rubio's on product category and customer occasion, but competes primarily on price and convenience rather than fresh/coastal positioning.
- Chipotle Mexican Grill: Large fast-casual Mexican chain (burritos, tacos, bowls). Comparable to Rubio's as a counter-service Mexican concept, but with vastly greater scale and a broader menu not anchored on seafood.
Regional players
- Captain D's: Quick-service seafood chain serving fish and shrimp baskets and tacos. Comparable to Rubio's on seafood-led QSR positioning and target customer, though primarily East/South US and seafood-only rather than Mexican.
Emerging players
- Chronic Tacos: Smaller, growing fast-casual chain focused on customizable Mexican street-taco style fare. Comparable to Rubio's on menu concept and customer demographic, with a sub-scale footprint similar to a regional player.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights5 records
Customer concentration
Rubio's Coastal Grill social profiles
Digital presenceRubio's Coastal Grill financial estimates
Financial estimateRevenue estimate
Valuation estimate
Rubio's Coastal Grill leadership team
Management profileNumber of profiles
Rubio's Coastal Grill funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Rubio's Coastal Grill M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Rubio's Coastal Grill
What does Rubio's Coastal Grill do?
Rubio's Coastal Grill operates a fast-casual restaurant chain serving coastal Mexican cuisine, with fish tacos as its signature offering. Customers access the menu through company-owned restaurant locations for dine-in and pick-up, plus direct delivery orders placed via the company's website (order.rubios.com) and native iOS and Android mobile applications.
Is Rubio's Coastal Grill a public or private company?
Rubio's Coastal Grill is a private company. It is classified as unknown and is currently operating.
When was Rubio's Coastal Grill founded?
Rubio's Coastal Grill was founded in -1. It employs 11 to 50 people.
How does Rubio's Coastal Grill make money?
One revenue line is on record: food and Beverage Sales.
Who are Rubio's Coastal Grill's main competitors?
Direct peers on record are Del Taco, Wahoo's Fish Taco, Rubio's (legacy / pre-restructuring), Baja Fresh, Moe's Southwest Grill and Qdoba Mexican Eats. Broad incumbents are Taco Bell and Chipotle Mexican Grill. Captain D's is listed as a regional player. Chronic Tacos is listed as an emerging player.
Does Rubio's Coastal Grill have an API?
No public API is recorded for Rubio's Coastal Grill.
What industry is Rubio's Coastal Grill in?
Rubio's Coastal Grill's product category is Fast-Casual Restaurants. Its primary akta.pro industry code is THAFAAAE, Mexican/Latin QSR (Tacos, Burritos, Bowls), with a secondary code of THAFAAAH, Seafood QSR. Its NAICS code is 722513 and its SIC code is 5812.