Expansion into new markets Rubio's successfully opened a new location in Tulsa, Oklahoma, showcasing a potential opportunity for further expansion into untapped markets.

Mobile app enhancement Launching a new and improved mobile app demonstrates Rubio's commitment to technology and customer engagement, offering a sales angle through digital innovation.

Innovative menu additions The introduction of the Baja beer-battered shrimp taco plate highlights Rubio's innovative approach to menu offerings, creating avenues for upselling and enticing new customers.

Competitive restructuring After strategic restructuring and closing certain locations, Rubio's could explore new strategies to enhance competitiveness and potentially collaborate with affected employees for promotional partnerships.

Sustainable sourcing narrative Being inspired by Baja and incorporating sustainable practices in sourcing ingredients provides Rubio's with a unique selling point that resonates with environmentally conscious consumers, presenting a strong sales proposition.