6
4
5
When Rubio’s hired us, they were struggling to differentiate themselves in a sea of “fresh Mexican grills” flooding the category. Drawing on Ralph Rubio’s roots (a beach bum who discovered the fish taco on a road trip to Baja), and the insight that regular customers liken a trip to Rubio’s to a “mini-vacation,” we set about rebranding Rubio’s and its cuisine as “Beach Mex.” Suddenly, Rubio’s had a platform that spoke directly to its essence, carved out some new mental real estate for the brand, and created a whole new category that Rubio’s could own instantly and completely. In each of the first two years of our integrated Beach Mex campaign, same-store sales increased 9%. Within three years, Rubio’s had grown from 140 to 200 stores. And in Fast Casual.com’s list of Top 100 Movers & Shakers, Rubio’s was ranked #5 for having positioned itself so smartly for growth. 7
8
9
10
11
12
1 keeping it real: Ralph Rubio discovered the fish taco while
7 store design: Rubio’s even redesigned their stores to
surfing in Baja. Our goal was to convey that authenticity. 2 rubio’s a-go-go: We named Rubio’s catering service and
designed all the packaging. 3 television commercials: Our “Elements of Beach Mex” spots
fit our Beach Mex brand strategy. 8 store design: Graphic for the wall that pretty much says it all. 9 app: Our “Have a Nice Taco” app was a nice way to
focused on the ingredients that made Rubio’s uniquely Rubio’s. 4 sampling: We suggested that fish taco trucks surf the
send a friend a thoughtful and tasty greeting. 10
streets and distribute Beach Mex to the uninitiated. 5 out-of-home: Celebrating “The official food of guys who just
hang out for a living.”
11 new store opening banner: Introducing customers
to the Beach Mex ethos.
6 promotions: We designed Rubio’s cruiser bikes, then suggested
Rubio’s sponsor a beach-cruiser derby across San Diego.
brand book: Our “El Libro Grande de Rubio’s” introduced the Beach Mex positioning to Rubio’s and served as a brand bible.
12
bus shelters: Spreading the Beach Mex gospel.