Rubio’s is a fast casual "Fresh Mex" or "New Mex" restaurant chain specializing in Mexican food, with an emphasis on fish tacos. From the founder’s first fish taco recipe, that sense of culinary adventure still fuels the passion for coastal cuisine over thirty years later.


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.


"We engaged We First to help us with our brand transformation. We had defined our brand positioning in a fair amount of detail. The team helped us to distill it into a clear single organizing thought that will drive all aspects of our go-to-market efforts. They 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 he and his team were a pleasure to work with. They combined their strong people skills with their combined 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