Mr Pittard will remain on Rubio's board of directors.

Over the course of his career, Mr Simon has had hands-on and strategic experience establishing and building brands in new markets as well as managing restaurant operations, strategic planning, and developing management teams.

Mr Simon has served as the COO of Rubio's Restaurants since September 2009 and was the senior vice president of operations from November 2007 to September 2009.

From 1994 to 1998, Mr Simon served as vice president of corporate development at McDonald's Corporation where he helped identify, negotiate and complete McDonald's first non-hamburger investment, Chipotle Mexican Grill, in the then emerging fast-casual or quick gourmet dining category.

Post the transaction he then joined Chipotle as a regional director and developed key markets for them including Chicago, Minneapolis and Wisconsin, opening 144 new units for this dynamic chain. After leaving Chipotle and prior to joining Rubio's Mr Simon served as CEO of America's 2 Incredible Pizza Company. He previously spent 16 years with Ernst & Young where he became a consulting principal specializing in strategic planning consulting.

Mr Simon said: “I am very excited to assume the role of CEO. Ralph Rubio has built an iconic brand that stands for the quality, taste and spirit of San Diego. I am very optimistic about the long-term opportunities for Rubio's and feel fortunate to be supported by an outstanding group of executives and team members. Together, we will continue to build on the foundation Ralph began many years ago when he introduced fish tacos to the country in his first San Diego restaurant.”

Ralph Rubio, co-founder of the company, said: “We are deeply grateful to Dan for his fine leadership and accomplishments in helping strengthen the company while CEO of Rubio's.”

Will Mr Simon's experience benefit the firm?

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