Rubio's Fresh Mexican Grill SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 1071

SWOT Analysis of Rubio's Fresh Mexican Grill with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Rubio's Fresh Mexican Grill

Parent Company

Mill Road Capital




Food and Beverages

Tagline/ Slogan

Rubio's Fresh Mexican Grill


"Fresh Mex" – New age Mexican restaurant  offering  – Fish Tacos



Food and beverages for Premium Customer , who enjoy Mexican cuisine

Target Group

Adults looking to have a fine dining experience


Mexican Grill Restaurant – value for money

SWOT Analysis


1. Rubio's operates, licenses or franchises more than 190 restaurants in California, Arizona, Colorado, Utah and Nevada.

2. Offers higher value for money in comparison to competitors

3. Strong Brand recognition due to unique proposition of coastal cuisine  - mainly Fish Tacos – and other seafood tacos

4. Wide presence nearly 200 full-service restaurants across the US

5. Focused on continuous innovation in the food menu – keep customers interested

6. Rubio's Fresh Mexican Grill Restaurants are primarily company-owned hence high level of control on quality and standardization of services


1. Limited market share owing to restaurants located in a few locations compared to global chains

2. Unable to expand as rapidly as competitors due to company owned model as opposed to franchise model.


1. Expand menu , revamp brand communication to include younger adults

2. Expand offerings to include new and innovative food options

3. Offer Health menu for specific customers having a health oriented lifestyle


1. Macro economic scenario - Rising Costs of Food and Labor

3. Changing Customer lifestyles – customers are increasingly opting for healthy foods and lifestyles

2. Low barriers to entry – hence Competition from smaller players who offer customized and innovative food options



1. Panchero's Mexican Grill

2. Del Taco

3. Chipotle

4. Fresh Enterprises

The table above concludes the Rubio's Fresh Mexican Grill SWOT analysis along with its marketing and brand parameters.


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