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Technology Stocks : Rubio's Darn Good Fish Tacos (RUBO)
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To: John O'Neill who wrote (8)5/22/1999 1:44:00 AM
From: Brian  Read Replies (2) of 34
 
I am a transplant from the east cost (Boston) to San Diego. I ate at the what I am pretty sure was the first Boston Chicken, which was in fact in Newton, not Boston. That first restaurant was excellent, but they began to cut corners as the chain grew.

I first ate Rubio's about seven years ago and my latest Rubio's dinner was today. The food is satisfying and reasonably healthy and the store in my neighborhood is always busy.

I got a few shares in the IPO and may by more once I review the numbers more closely.

Key factors in my investment decision:

1. Outstanding product at a unique price point.
2. Limited coverage provides much room to grow.
3. Very high quality control, including the food, personnel, decor and cleanliness.
4. Fairly good marketing, including the sale of Rubio's T-shirts etc.

I can think of only two other places with the same level of quality control -- Mcdonald's and Starbucks. Like these chains, the food at Rubio's is always good no matter which location I visit.

-b


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