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Who They Are??
‡ Credited with &/ fish tacos to the U.S

‡ Started in 1983

‡ Founder by Ralph and Ray Rubio

‡ Operate in growth-leading ³0&1segment of restaurant

industry
‡ Offer bold, distinctive,
.  food

‡ Menu items include: Tacos, Burritos, Salads & Bowls,

Quesadillas, HealthMex® Offerings, Domestic/Imported Beer
‡ 96 restaurants across five states
‡ Revenue at June 28, 2009: 2*!34
Fast Casual Segment Is..

‡  between full service casual dining and Quick Service

Restaurants (QSRs)

‡ 5& versus casual dining restaurants ± limited service format

removes the need for waiters and tips

‡ 6'foods and  ingredients made- to- order

‡  meal-time 5' compromising 7

‡ & décor, pleasant ambience

oice of Market«.
Customer Needs.. Target Market..

‡ alue i.e. low cost

‡ Convenience
‡ Health
‡ Quick service
‡ Pleasant
Environment
‡ Hot Food
Fast Casual Continues To Grow
 IFAS Card«..
0&
/'
Entrepreneurial Skills
Delicious fast food recipe with
flexibility in consumption
Protein rich menu items good for
health with low calorie
8%
Lack of customer education and
social responsibility.
Family members holding
positions in the top
management.
Patio Seating
 *9##
8/' |/ 8/'& 
Was able to get the recipe and
0.20 4.5 0.9
use it for himself.
The food is made to order and
0.15 3 0.45 can be consumed in sitting as
well as take away.
Sea food is protein rich and is
0.15 3 0.45
good for health.
Customer were not made aware
of the calorific value of the food
0.20 2 0.4 they were consuming and eating
food was not linked with a social
joy.
Deprived Rubio from better ideas
0.15 2 0.3
that others can bring in.
The patio seating arrangements
0.15 4 0.6
cause seasonality in sales.
9*
 EFAS Card«..
0& 8/'

Large market share available to
be captured.
Growth of economy.
High entry barriers for new
entrants.
High and fast returns
'
Increase in the number of fast
food chains and expansion of
existing ones.
Government Regulations.
Strong bargaining power of
buyers
Risky venture
 *9#
|/ 8/'& 
Large untapped market and only
0.2 4.5 0.9 one major competitor in the
market (Taco Bell)
In terms of GDP and consumers
0.10 2.5 0.25
disposable income
New entrants would need
0.10 3.5 0.35 considerable time and effort to
build brand value and image.
0.10 2.5 0.25 Break even point is achieved fast.
Mc Donald and other big chains
expanding and continually trying
0.15 2 0.3
new things to delight its
customers.
Business involves licensing and
0.15 4 0.6 change in labour laws effect
human resources.
0.10 2 0.2 Too many options
A small ignorance can bring down
2 0.2 image considerably and may
0.10 result in huge loss.
9#)
 Strategic Factors Analysis Summary
8/'
0& 8/' |/ : 
&
Short Medium Long Was able to get the recipe and use
% 0.10 4.5 0.45
X it for himself.
The food is made to order and can
:&00&5'
0.10 3 0.3 be consumed in sitting as well as
0;<& X take away.

Customer were not made aware of

&%0&& the calorific value of the food they
0.15 2 0.3 X
&<9 were consuming and eating food
was not linked with a social joy.

The patio seating arrangements

/ 0.10 4 0.4 X
cause seasonality in sales.
Large untapped market and only
/%'(<
0.15 4.5 0.675 one major competitor in the market
<&9=> X
(Taco Bell)
In terms of GDP and consumers
5'0&9=> 0.1 2.5 .25 X
disposable income

&'<00 Mc Donald and other big chains

0&';0 0.10 2 0.2 X expanding and continually trying
;/9=> new things to delight its customers.
Business involves licensing and
(|/=> 0.10 4 0.4 X change in labour laws effect
human resources.
/<//50
0.10 2 0.2 X Too many options
<=>

 *9## 9*!

: r i
 It r :i 

i
  rity i it mptitiv Diff r ti t d Pr d t d

Adv
t g.. D fi it ly t t
alue Perception..
Rubio
s ³alue for the money´ Affordability´ is also strong
score is very competitive Relative
Competitive Edge..
‡ Introduce Complex Products While Unique Competitive Position in
Reducing Throughput Time Growing Segment

Strong, Leverageable Team

PEST Analysis Framework
& &&

mLicense & permit requirements for selling food ‡ Higher unemployment due economic slow down

and alcoholic beverages ‡ Credit crisis limiting the expansion

m Compliance with applicable zoning, land use ‡ Rising raw real estate cost

and environmental regulations ‡ Reducing disposable income

m Mandated health insurance ‡ Entrance of Multinationals eg. PepsiCo through

m Stringent Teen labor laws Taco Bells

mCustomer
s becoming more health conscious mAutomatic taco makers and soft-drink dispensers

mIncrease in Dual income families result in lack of mTouch 2000: An automated ordering system

spare time m Outsourcing

mIncrease in income made dinning out affordable mOnline reservations and ordering

mAging population & decline in teenagers m Reduction of staff through automation

& &'/&

Marketing Strategies
‡ Advertised in Print, Radio and television

‡ Direct mail for customers within a 5-mile radius

‡ Sponsor local athletic events

‡ Have beer and wine licenses

‡ Provide variety of promotional items for sale (T-shirts, bumper stickers and

decals)

‡ Providing discount coupons to attract new customers

‡ Reduce the menu price on special occasions

‡ Restaurants are located near Residence and industrial or office areas with

Upscale atmosphere:- e.g. beach theme

‡ Spacious seating for 50 people with an outdoor patio

They are Improving«.
‡ Introduction of Nutritious and Sustainable and low fat menu.

‡ Applesauce side option for Kid's Meals

‡ Focus on causes that promote active, healthy living, and participate in and

contribute to many charities and events.

‡ Go Green - Introduction of Eco Friendly Restaurants - Replaced plastic

packaging in favor of paper.

‡ Introduction of recyclable goods, LEDs, low flow convenience room.

‡ Acceptance of Bank cards and ATM cards as alternative methods for

payment.

‡ Upgraded Labor Model.

‡ Negotiate Lower Lease Terms and Build-out Costs 15% - 25%

 Key Takeaways«.
‡ //5//? @&</5'

‡ 8&'5'/

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‡ |<'5&'0& (&&&'

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‡ @&00&:0B'CDE1

‡ /F(/</50'//5'9
³Only those who will risk going too far can possibly find out
how far one can go. ³

Thank You