Rubio's POS Creative Refresh: Seasonal Awareness & Beyond


Rubio’s Coastal Grill is a casual restaurant chain with over 200 locations. Yearly, they release special menu items in seasonal “celebrations” and we develop the unique creative strategy to ensure a successful launch.

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Because most celebration items are only available for a limited time, we need to make sure our Point of Purchase creative is clear and enticing enough to not only boost seasonal sales, but generate enough interest in Rubio’s to keep customers coming throughout the year.

May 2021: Rubio’s x Blais Street Tacos

Rubio’s has always been about discovering new flavors and bringing new ideas to the table. That’s why, for the first time ever, they paired with celebrity chef Richard Blais to help in their latest culinary creation—street tacos. Our goal was to help Rubio’s build as much hype as possible around this collab, and weave it into the larger brand theme of adventure we’ve been working to establish.


February 2021: From Baja to Oaxaca

In the season for seafood, Rubio’s wanted to bring back their ever-popular buttery Langostino Lobster, alongside new dishes featuring smoky grilled shrimp. Because these flavor profiles were so distinct, we focused the creative around their regional inspirations: Puerto Nuevo in Baja, and Oaxaca in southern Mexico.


January 2021: Serving up the Impossible

Recognizing that more and more people are looking for non-meat options in their diet, we kicked off the year by introducing Impossible™ plant-based dishes to the menu, giving customers alternative ways to enjoy Rubio’s.


October 2020: Langostino Lobster Season

One of the most popular Rubio's ingredient is their Langostino Lobster, and there is a lot of anticipation for it when the fall season approaches. To make sure it made a big splash, we themed the celebration around adventure, and the spirit of a small lobster town in Baja.


August 2020: Back to Beginnings

To create more ease and familiarity during a time of uncertainty, Rubio’s wanted to highlight some of their most popular and long-standing menu items—so we took things back to Baja California, where the Rubio’s Original Fish Taco® was born.


March 2020: Wild-Caught Seafood

In the season of Lent, seafood becomes an increasingly popular choice for customers. We took this opportunity to tout the Rubio’s commitment to sustainable and responsible sourcing, as well as the natural health benefits of seafood.


January 2020: Build your own bowl

To align with the New Year’s mentality of making healthier lifestyle choices, we helped Rubio’s launch their first customizable menu options, with a focus on fresh ingredients and even fresher beginnings.


"Red Door has been a great strategic partner, helping us evolve our in-store merchandising into designs that truly reflect the unique personality and values of our brand. They also helped us uncover learnings from past brand positioning research, informing updated brand pillars and a new tagline that we're excited to roll out in 2021."

Stacey Sultar, SVP, Marketing

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