Rubio's to add healthier, higher-end menu items

04/12/2012 | Los Angeles Times (tiered subscription model)

Rubio's Fresh Mexican Grill has taken several formerly popular items off the menu, including highly-sauced enchiladas, barbecue chicken and cheeseburger tacos, and has been adding healthier premium seafood and other fare aimed at fending off fast-growing competition from fast-casual rivals including Chipotle, says founder Ralph Rubio.

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