In a world where flavor reigns supreme and sustainability is the secret ingredient, Rubio’s stands tall as the leader in Baja-inspired delights. Based on the shores of sunny San Diego and with over 140 locations across the west coast, Rubio’s is not just a restaurant — it’s a culinary Baja adventure.
But even the mightiest needs a spruce-up now and then. Rubio’s previous mobile app, while functional, lacked the spice and personal touch that sets this culinary empire apart. Their previous app offered a limited user experience and a somewhat generic interface, due to its utilization of a white-label solution. This resulted in the app closely resembling numerous other restaurant apps. Enter CitrusBits.
Our mission? To craft a mobile experience as delightful as sinking your teeth into a perfectly seasoned Rubio’s fish taco. No more bland interfaces here — CitrusBits was determined to infuse the app with the Baja attitude of Rubio’s itself, from the bold colors, to the vibrant food images and playful illustrations, to the outstanding customer experience. We set out to reimagine the app from the ground up.
We began by working closely with Rubio’s during our Discovery and Design phases. We collaborated to pinpoint areas for improvement in the customer journey, app features and enhancements, and to incorporate mobile app UX/UI best practices. We wanted to make sure ordering from Rubio’s was as breezy as a day at the beach. We designed the app to vibe with Rubio’s energy, be super easy to navigate, get customers onboard smoothly, and to guide them through the ordering process like a pro.
CitrusBits developed a custom mobile application using React Native for both iOS and Android platforms, integrating loyalty and online ordering systems. Collaborating closely with the Rubio’s team, we opted for a specific programming language to ensure alignment with their website. This strategy aimed to facilitate easy replication of any app changes onto the website, reducing the effort needed for consistency and updates across platforms. Our focus remained on maintaining a secure, cost-effective environment, bolstering security measures, and delivering within budget and on schedule.
With an experience as fresh and flavorful as Rubio’s made-fresh guacamole, the new mobile app was ready to make waves in the digital dining scene.
Our recipe for success included a seamless user experience, a generous sprinkle of engaging features, an easier menu ordering process with great imagery of Rubio’s mouth-watering dishes, and a dash of beach vibes to bring the Rubio’s branding to life. The end result is a user-friendly experience with streamlined onboarding, simplified navigation, a clean and energetic UI, and new user flows for accessing and customizing menu options and personalized order history.
Rubio’s have received positive customer feedback and a rise in Average Order Value since the app’s launch. Customer feedback is overwhelmingly positive, as Rubio’s fans love the new look, find it more user-friendly, and perceive the ordering process more convenient.
The Rubio’s team were astounded by the final outcome. The application exceeded the client’s expectations, from the design phase through its implementation. The client was particularly pleased with the project management, appreciating being kept informed at each stage of the process, as well as the timely and consistent deliveries that ensured the project met its final deadline. Bon appétit!
