ADVISORY/It's a Sign of the Times! Rubio's Fresh Mexican Grill is Born.

News/Assignment Editors & Restaurant/Food Writers

ADVISORY... for Tuesday (Oct. 8)

--(BUSINESS WIRE)

Rubio's Restaurants Inc. (Nasdaq:RUBO):

What:                      The signage at all Rubio's Baja Grill
                           locations is coming down and the company's
                           new name and logo "Rubio's Fresh Mexican
                           Grill" is going up. The change marks the
                           beginning of the many transformations that
                           San Diego's favorite restaurants, 'The
                           Flavor Leader' in the Fast Casual, Fresh
                           Mexican dining category, will be
                           experiencing before the year is out.

How:                       Share in the celebration at the inaugural
                           signage change.

                           Watch as Ralph Rubio unveils the striking
                           new signage... and Rubio's Fresh Mexican
                           Grill is officially born!

                           Savor Rubio's Fresh Mexican Grill's
                           signature menu offerings and try the new
                           Baja Especial Burrito -- more than a pound
                           of flavor with chicken or steak,
                           Quesadillas, with 50% more cheese,
                           featuring three cheeses including Queso
                           Anejo, and the expanded Salsa Bar,
                           including the new, handmade Roasted
                           Chipotle Salsa.

                           Listen as Ralph Rubio explains why the new
                           name, Rubio's Fresh Mexican Grill, is an
                           apt descriptor of the many new changes at
                           Rubio's. The distinctive Baja taste and
                           flavors that spawned a "cult-like"
                           following of loyal fans since 1983 will
                           remain, but now the menu is better: bigger
                           portions; bolder, more intense flavors; an
                           expanded Salsa Bar; and more of Rubio's
                           freshly prepared items.

                           Learn about all of the new upgrades that
                           all of Rubio's stores in San Diego will
                           experience by the end of November 2002.

                           Find out about Rubio's new advertising
                           campaign entitled "More flavor. More
                           choices. More Baja." developed by Grey
                           Advertising in Los Angeles, which focuses
                           on the major restaurant and product
                           enhancements, as well as introducing the
                           new name.

Who:                       Ralph Rubio, founder, chairman, and CEO of
                           Rubio's Fresh Mexican Grill, will explain
                           the evolution that will take place in all
                           36 San Diego restaurants over the weeks to
                           come. One-on-one media interviews can be
                           arranged upon request.

Where:                     Rubio's Baja Grill in Mira Mesa
                           10714 Westview Pkwy
                           Take the Mira Mesa Blvd exit just off the
                           15 Fwy. It's by Home Depot.
                           Free parking readily accessible

When:                      Tuesday, Oct. 8, 10 a.m.

Contact:                   Erin Peacock
                           Peacock Public Relations
                           949/464-1096 office
                           [e-mail]

                           Christy Geiling
                           Rubio's Restaurants Inc.
                           760/846-0992
                           [e-mail]