Growth
Rubio's against its category
The biggest tracked US Mexican fast food & fast casual chains by card spend, with year-over-year growth of category share. Share means a chain's slice of tracked category spend. It can decline while the chain's own sales grow. The chart tracks Rubio's's share of the category quarter by quarter, indexed to 2024 Q4 = 100.
| # | Chain | YoY share |
|---|---|---|
| 1 | Taco Bell | -4.4% |
| 2 | Chipotle Mexican Grill | +4.2% |
| 3 | Qdoba | +9.4% |
| 4 | Del Taco | +0.6% |
| 5 | Moe's Southwest Grill | -5.3% |
| 6 | El Pollo Loco | +10.8% |
| 7 | Cafe Rio Mexican Grill | -1.7% |
| 8 | Costa Vida | +3.0% |
| 9 | Torchy's Tacos | +10.3% |
| 10 | Taco John's | +2.1% |
| 19 | Rubio's | -3.3% |
Share of tracked category spend, indexed
Store footprint
Store map
157 tracked Rubio's locations across 3 US states. California holds 78% of them.
Tracked stores by state
- California 123
- Arizona 25
- Nevada 9
Customer overlap
Who shops at Rubio's
Tracked chains Rubio's customers also buy from more than a similarly active shopper would, indexed to the strongest overlap (100). From real card transactions.
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