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Inside Rubio's Coastal Grill's Branding Refresh in Glendale

They're going to start giving Chipotle a lot of heat.

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Matthew Kang is the Lead Editor of Eater LA. He has covered dining, restaurants, food culture, and nightlife in Los Angeles since 2008. He's the host of K-Town, a YouTube series covering Korean food in America, and has been featured in Netflix's Street Food show.

Rubio's knew that it needed to change its game to keep up with the likes of Chipotle and Qdoba. So the longtime fish taco purveyor has completely rebranded its menu, interior, and even name, as it's now called Rubio's Coastal Grill. The full refresh, which was finished last week in Glendale, offers a slew of new menu items like salads and bowls, though the signature fish tacos remain (albeit, with a stronger emphasis on using sustainable seafood).

Take a look around the new digs and check out the menu below. Rubio's is in the process of converting 60 outlets throughout California with the new look.

Rubio's Coastal Grill
249 N. Glendale Ave
Glendale, CA

Rubio's Coastal Grill Menu