FOR IMMEDIATE RELEASE

Rubio’s Fresh Mexican Grill® Selects Preferred Public Relations
as Agency of Record

October 23, 2009 – Preferred Public Relations (PPR) has been chosen by Rubio’s Fresh Mexican Grill as its agency of record for the company’s Southern Nevada locations. Currently celebrating two new openings in the Vegas Valley, Rubio’s recently acquired PPR to handle media relations, publicity, and promotional efforts for its local stores.

“As a fan of Rubio’s for many years, we are thrilled to be working with the company and promoting the restaurant group’s Vegas locations,” said PPR President Michele Tell. “It’s an honor to be part of Rubio’s growth and expansion efforts, and we look forward to executing strategic public relations and local grassroots campaigns for its ever-expanding brand.”

Rubio’s has eight locations throughout the Vegas Valley including two newly opened stores at Eastern and the 215 beltway and in Henderson near the Galleria at Sunset shopping mall. Locations include: 7290 W. Lake Mead Blvd. at Tenaya, Las Vegas; 11011 W. Charleston Blvd. inside Red Rock Station, Las Vegas; 9310 W. Sahara Ave. at Fort Apache, Las Vegas; 7300 Aliante Pkwy. inside Aliante Station Casino, North Las Vegas; 3770 S. Las Vegas Blvd. inside the Monte Carlo Resort & Casino, Las Vegas; 2390 East Serene, Las Vegas; 1500 N. Green Valley Pkwy., Henderson; and 1205 West Sunset Road at Marks, Henderson.

About Rubio's® Restaurants, Inc. (Nasdaq:RUBO)
Bold, distinctive, Baja-inspired food is the hallmark of Rubio's Fresh Mexican Grill®. The first Rubio's was opened in 1983 in the Mission Bay community of San Diego by Ralph Rubio and his father, Ray Rubio. Rubio's is credited with introducing fish tacos to Southern California and starting a phenomenon that has spread coast to coast. In addition to its signature wild Alaska Pollock fish tacos and other seafood items including grilled mahi mahi and shrimp, Rubio's features chargrilled marinated chicken, lean carne asada steak, and slow-roasted pork carnitas. Guacamole and a variety of salsas and proprietary sauces are made from scratch daily, and Rubio's cooks using canola oil with zero grams trans fat per serving. The menu, highlighting an assortment of Beach Mex® fare, includes tacos and Grilled Gourmet Tacos, burritos, salads, wrapsaladas, and bowls, quesadillas, HealthMex® offerings which are lower in fat and calories, and domestic and imported beer in most locations. Each restaurant design is reminiscent of the relaxed, warm and inviting atmosphere of Baja California, a coastal state of Mexico. Headquartered in Carlsbad, California, Rubio's operates, licenses or franchises more than 195 restaurants in California, Arizona, Colorado, Utah and Nevada. More information and a complete menu can be found at rubios.com.

Preferred Public Relations is a full-service, award-winning public relations agency located at 2630 South Jones Blvd., Las Vegas, Nev., 89146.  The agency opened its doors in 1999 and since has been hired to oversee and manage more than 400 grand opening events for new company launches. Preferred Public Relations implements strategic public relations campaigns to include branding promotions, grand openings and crisis communications. For additional information, please visit www.preferredpublicrelations.com, or call (702) 254-5704.

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For more information, please contact:
Gina Yager
Preferred Public Relations
(702) 254-5704
gina@preferredpublicrelations.com