Net income for the company in Q4 2004 was $272,000, compared to net income of $180,000 in the fourth quarter 2003. Net income for fiscal 2004 was $3 million, compared to a net loss of $2.4 million in 2003.

The company attributes much of the year's success to the introduction of a new menu last summer. "In June 2004, we rolled out the 'Fresh and Affordable Menu,' " said Sheri Miksa, president and CEO of the chain, during its earnings conference call on Wednesday. "We believed then, as we still do, that traditional fast-food eaters are looking for opportunities to trade up to more healthful, fresher food at affordable prices. And the fast-casual dining users are continuing to seek distinctive food served in a fun atmosphere. The focus on the menu was to make Rubio's food accessible to more people, and to drive frequency by making our products more affordable."

As an example of that, she cited the menu's taco meal deal—taco, beans, chips, rice and drink for just under $4. "From our research, we knew that the combo meal concept is highly desired by traditional fast-food users," she noted, adding the company also drove traffic by lowering its prices on various a la carte tacos and other items.