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In today's culinary environment, a restaurant needs more than good food, solid service and aesthetically pleasing décor to gain public acclaim. Its ingredients need to be coddled, too.
Beef must be grass-fed, the chickens free-range, and baby lettuce should be softly serenaded with lullabies every night. And we're not just talking about trendy farm-to-table restaurants here—hell, even McDonald's has been waxing poetic about its suppliers. Now, Rubio's, a West Coast purveyor of fish tacos, is running a campaign from barrettSF that attempts to pay grand homage to the source of its famous seafood, with rather mixed results.
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