Rubio's Fresh Mexican Grill(SM) Launches New E-Marketing Initiative

Rubio's Fresh Mexican Grill(SM) Launches New E-Marketing Initiative

CARLSBAD, Calif., Jan. 25 /PRNewswire-FirstCall/ -- Rubio's Fresh Mexican Grill(SM) (NASDAQ:RUBO), has introduced a new multilevel e-marketing initiative to promote their leadership in the "Affordable Fast Casual Fresh Mexican Grill" segment. This new e-marketing initiative has been rolled out to impact all company restaurant locations.

"Our new e-marketing program is intended to build long-term relationships between Rubio's and our guests through personalized and relevant communications," said Tim Hackbardt, vice president of marketing for Rubio's Fresh Mexican Grill. "This state-of-the-art system allows us to communicate with our guests on a multitude of levels that traditional advertising cannot begin to touch in the way of personalization, or effectiveness. It also gives us the unlimited ability to speak all the way down to a local level so we can communicate messages uniquely relevant to a market or an individual restaurant guest base."

A key feature of the new program is Rubio's Beach Club Bulletin(SM) "mini e-magazine." The innovative e-magazine includes communications about key promotional events, education regarding Rubio's Fresh & Affordable Menu, background stories on the origins of Rubio's food and keeps subscribers involved with the Rubio's brand and culture. Guest can sign-up for the e-marketing program at any one of Rubio's company restaurant locations.

Digital creative components of the new program, including Rubio's Beach Club Bulletin, are handled by Rubio's(R) interactive agency, NLK Marketing. The database system is supported by the permission based e-mail expertise of Fishbowl.

About Rubio's(R) Restaurants, Inc.

Rubio's Fresh Mexican Grill(SM) is the creator of the Affordable Fast Casual Fresh Mexican Grill segment. Fresh, flavorful, bold, distinctive Baja-inspired food is the hallmark of Rubio's Fresh Mexican Grill. Rubio's(R) success was built on the World Famous Fish Taco(SM) and has grown to include a variety of craveable, grilled foods featuring lobster, Mahi-Mahi, shrimp, all white meat chicken, and lean carne asada (steak), slow-roasted carnitas (pork), fresh-made guacamole, and our famous salsas. The Fresh & Affordable Menu(SM) includes Street Tacos(SM), burritos, salads and bowls, tacos, quesadillas, low-fat, HealthMex(R) products with less than 20% of calories from fat, low-carb salads along with Mexican and domestic beer in most locations. Each restaurant design is reminiscent of Baja, Mexico's relaxed, warm and inviting atmosphere. Headquartered in Carlsbad, California, Rubio's operates, licenses or franchises more than 150 restaurants in California, Arizona, Oregon, Colorado, Utah and Nevada. More information can be found at www.rubios.com.

About Fishbowl(R)

Alexandria, VA-based Fishbowl is the leader in innovative email and card marketing programs for the hospitality industry. Fishbowl helps restaurants learn who their customers are, communicate with them regularly, and motivate them to come back more. Fishbowl provides services to over 3,000 units in 100+ restaurant chains.

About NLK Marketing

San Diego, CA-based NLK Marketing is an Interactive Agency committed to helping businesses increase and maintain customer relationships through effective websites and unique on-line strategies. Client work includes: Gallo Wines, Adidas, Blauer Snowboards, and Fujitsu.


Source: Rubio's Restaurants, Inc.

CONTACT: Linda Duke, +1-415-492-4534, or duke@dukemarketing.com, for
Rubio's Restaurants, Inc.

Web site: http://www.rubios.com/


-------
Profile: intent