Rubio’s® Restaurants Expands “Made With a Mission®” Commitment

Removing Artificial Flavors, Food Coloring from Artificial Sources
and More

SAN DIEGO–(BUSINESS WIRE)–Rubio’s®
Restaurants
announced today it has removed artificial flavors and
food coloring from artificial sources from its core menu, and is now
serving only all natural steak in entrees across its menu. The changes
are part of Rubio’s ongoing “Made With a Mission®” commitment – to serve
coastal food that not only tastes great, but that its guests can feel
great about eating.

Rubio’s has been dedicated to serving coastal food made with quality
ingredients for years, as demonstrated through the sustainable seafood
found across its menu, daily handmade salsas and guacamole, and fresh
produce that arrives throughout the week. In March 2016, Rubio’s
expanded its commitment to food quality with the introduction of all
natural chicken raised without antibiotics and all natural bacon with no
nitrates or nitrites added, as well as revealed plans to continue
evolving its menu with more simple, quality ingredients. As part of its
continued efforts to support responsible fishing practices, the company
also introduced Wild-Caught Alaska Coho Salmon in June 2016.

“We’ve been working hard to continue our promise to serve delicious food
that our guests can feel great about eating, and that includes
continuously evolving our ingredients,” said Ralph Rubio, co-founder of
Rubio’s. “Last year, we shared our goal of removing caramel coloring and
artificial flavors from our core menu, and we’re incredibly proud to see
that phase of our journey to cleaner ingredients complete.”

Over the past year, Rubio’s worked with its suppliers to remove caramel
coloring from Rubio’s signature Chipotle White Sauce and reformulate
Rubio’s flour tortilla to remove artificial flavors for a more authentic
taste.

Artificial flavors and food coloring from artificial sources are now
among the many ingredients you will not find at Rubio’s, including
artificial sweeteners, high fructose corn syrup, added MSG, partially
hydrogenated oil and more (excluding some drinks and desserts). The
complete list of these ingredients that Rubio’s avoids can be viewed here.

Rubio’s is also working to reduce sodium in many key menu items by the
end of 2017, including a 15 percent reduction in sodium in its most
popular burrito, the Burrito Especial with All Natural Chicken or All
Natural Steak.

For more information about Rubio’s Coastal Grill and its food
philosophy, visit www.rubios.com.
Guests can also join the conversation on Facebook at www.facebook.com/rubios,
Twitter at www.twitter.com/rubiostweets
and Instagram at www.instagram.com/rubioscoastalgrill.

About Rubio’s® Restaurants:

Rubio’s first opened in 1983, in the San Diego neighborhood of Mission
Bay. Today, counting the ocean as a source of inspiration, Rubio’s uses
sustainable seafood in nearly all of its seafood dishes, and continues
to expand its menu with innovative recipes ranging from seafood tacos
and burritos to California Bowls and crisp, fresh salads. In addition,
Rubio’s offers all natural grilled marinated chicken and steak, “no
fried” pinto beans, handmade guacamole, a variety of proprietary salsas,
and craft beer, wine and sangria beverage options. The award-winning
restaurant regularly receives accolades for its famous Original Fish Taco®.
It was also recently ranked as one of Fast Casual’s ‘Top 50
Movers and Shakers’ as well as one of the top five most loved fast
casual chains ranked by Foodable Labs and Digital CoCo. Rubio’s
participates in a variety of community partnership efforts throughout
the year including beach cleanups and other ocean-related events, as
well as being a member of the Blue Business Council. Rubio’s is
headquartered in Carlsbad, Calif., has over 4,000 employees and
currently operates more than 200 restaurants in California, Arizona,
Colorado, Utah, Nevada and Florida. For more information, visit https://www.rubios.com.

Contacts

i.d.e.a.
Torie Wohlwend
619.295.8232 x125
toriew@theideabrand.com