Article: DINING BEAT\Fish tacos and more.(L.A. LIFE)

Byline: Larry Lipson

Boasting that it has sold 15 million fish tacos since its inception in 1983, Rubio's, with 26 California locations, has finally sneaked into the San Fernando Valley.

Going head to head against Baja Fresh, La Salsa, Poquito Mas, Sharky's and other local fresh-Mex outlets, Rubio's Valley restaurant made a quiet debut in the Encino Town Center at 17200 Ventura Blvd.

Founder Ralph Rubio claims the original fish taco that inspired his recipe was purchased from a street vendor named Carlos in San Felipe, Mexico. Rubio developed the recipe with his brother, Robert.

But Rubio's fish tacos, priced at $1.64, $1.99 and $2.59 ...

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