Case Study: Rubio’s Restaurants


Leadership Workshop
Brand Story
Social Media Strategy

"We engaged We First to help us with our brand transformation. We had defined our brand positioning in a fair amount of detail. We First helped us to distill it into a clear single organizing thought that will drive all aspects of our go-to-market efforts. He provided us with a strategic and engaging solution that frames the whole business, vs. an advertising campaign or tagline. Simon is a passionate storyteller, is full of creative ideas, and was a pleasure to work with. He combined his strong people skills with his vast experience with purpose-driven brands and in-depth knowledge of the consumer landscape to help our senior management team understand and align behind our brand direction."

Karin Silk
Senior Vice-President of Marketing
Rubio’s Restaurants


Rubio’s needed to define a brand story that would communicate its commitment to ocean stewardship and allow it to compete with other fast casual dining restaurants.


The fast casual dining category is crowded with purposeful brands and Rubio’s brand story needed to be communicated in-store and online in ways that drive consumer engagement.


Building on a leadership workshop, We First provided a purposeful brand story that communicated Rubio’s ocean stewardship and a social media plan to activate and share that story.


Rubio’s now communicates its ocean stewardship in-store and across social media with a clear point of view that inspires employees and resonates with customers.