So Ralph Rubio was a college student and restaurant worker visiting a Mexican fishing village on the Sea of Cortez when he discovered fish tacos. He realized "no one was doing it in a big way" in the United States and an idea began to form. He returned to his home state of California and, in 1983, decided to open up a restaurant that served the fish tacos he had fallen in love with in Mexico. Rubio's was the first restaurant to introduce the fish taco to U.S. consumers, the founder said. "Now fish tacos are equated with San Diego like cheesesteaks are associated with Philadelphia," Rubio said. "We have an equity in seafood that nobody really does."
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