I had my first Rubio’s fish taco when the only Rubio’s restaurant was a microbrand right across the street from San Diego State University. The company got its start when founder Ralph Rubio decided to bring a new product to market in the U.S. It was a simple recipe that he (and hundreds of other college students) had grown found of in the small town of San Felipe, Mexico, during Spring Break trips.
Since then, Rubio’s has grown beyond San Diego and trades on NYSE. It’s no longer a microbrand loved by only college kids. It’s survived the fickle market. Families, office workers and teens now stand in line during peak hours.
Sometimes the best business ideas or opportunites are right in front of you in the most unlikely of places. You just have to recongnize them.
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