Rubio's Debuts New Twist On Its '80s Original Fish Taco

SAN DIEGO, CA — Rubio's Coastal Grill — San Diego's home-grown eatery that catapulted to restaurant fame with its fish tacos — is unveiling a new take on its top-seller, The Original Fish Taco.

The fast-food chain gives The Original a tweak, beginning Jan. 4, emerging with the Baja Grilled Fish Taco, a new dish that coincides with Rubio's 40th anniversary. (Keep reading as 99-cent tacos also planned to celebrate...)

Customers clamored for a grilled version of the Original, and Rubio's responded.

Baja Grilled Fish Tacos feature grilled, wild-caught mahi mahi, guacamole, salsa fresca, cotija cheese, cabbage and a new, creamy Baja sauce, served on a warm, stone-ground corn tortilla.

And fret not, old-school fans — the Original, with beer-battered Alaska pollock, still reigns on the menu, as well.

Rubio's tacos were 99 cents back in its founding days in 1983 in San Diego's Mission Bay. The biz launched as a food stand by then-college student Ralph Rubio, who became hooked on fish tacos after a spring break in Mexico.

And on Jan. 25 — to celebrate its 40 years — the chain's tacos will again be 99 cents, with proceeds going to WILDCOAST, a coastal and marine ecosystems conservation organization.

“When Rubio’s opened 40 years ago, putting fish in a taco was pretty revolutionary,” Rubio said. “Today, The Original Fish Taco is still our most popular, award-winning item, and we’ve sold over 270 million of them. We’re going strong and look forward to 40 more years.”

Also on Jan. 25, Rubio’s Rewards members can participate in a contest, in-store and online, to win ’80s-inspired gear and free Rubio’s. Fifty winners will receive limited-edition Rubio’s bomber jackets, and other prizes. Rewards members earn entries for every visit the week of Jan. 23, officials said.

With headquarters in Carlsbad, Rubio's boasts more than 150 restaurants in California, Arizona and Nevada, according to the company. Along with its Original Fish Tacos and the new Baja Grilled Fish Taco, the menu offers seafood, steak and chicken served in tacos, salads, bowls and burritos. Find your nearest Rubio's here.

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