By Flavor & The Menu
May 6, 2021

Ralph Rubio

After a tough year, diners are settling into a new normal, seeking a balance between familiar favorites and fresh takes that gently push boundaries. At fast-casual “New Mex” chain Rubio’s Coastal Grill, Co-Founder Ralph Rubio explains how the concept is responding to this need state. “During the pandemic, our guests were choosing the menu items they knew and loved best. As we moved into January, the trend began to shift toward a craving for more adventurous foods,” he says. “The Impossible Taco Salad offers the best of both worlds.” It features plant-based Impossible meat crumbles flavored with a signature Mexican spice blend exclusive to Rubio’s. “During research and development, we knew we had a hit when the bowls served to the folks at Rubio’s Test Kitchen came back empty,” says Rubio.

The dish overflows with hearty ingredients that deliver a diverse array of flavors and textures: plant-based meat crumbles, romaine, black beans, roasted corn, salsa fresca, tortilla strips and sliced Hass avocado, finished with a signature pickled jalapeño-ranch dressing. “The textural layering is as important as the flavors, with soft, warm bites of ‘meat’ and beans offset by crunchy cool bites of lettuce and tortilla strips,” says Rubio. While the chain has incorporated the plant-based meat into multiple menu items, the Taco Salad is the best seller among them.