Mediocre Mexican at inflated prices served in an "upscale fast food" restaurant. It's not bad food, but it's also $12 for a burrito.
Rubio's might be the best Mexican food in, say, Anaheim New York or Gizmo Wisconsin. But this is Phoenix. This is the Mexican food capital of the United States. We have better and more plentiful Mexican food in Phoenix than some places in Mexico.
So why in God's name are people coming here? You can drive West or East less than a mile and hit 5 great authentic Mexican restaurants, and they'll serve up a burrito in the same time for half the price. They may not have a recently remodeled restaurant, a clean bathroom, or fish on the menu, but they'll bring a solid food game nevertheless.
I don't know. Over-priced and underwhelming = not gonna be a go-to for me