How it started

Ruba was born with a clear mission: to bring people closer to healthy and fresh food. We saw a glaring gap in the fast food market—the absence of nutritious options. If you wanted a quick meal, you were often stuck with unhealthy choices. And if you craved something healthy? You had to pay a premium. It seemed as though "fast food" was synonymous with unhealthy eating.

We decided it was time for a change. That's how Ruba came to life—a healthy food concept that transforms fresh, wholesome ingredients into delicious, convenient bowls.

Our journey wasn't without challenges. We opened our first location in Leuven just before the world was turned upside down by the covid pandemic in 2020. Forced to close shortly after our grand opening, it seemed like our dream was on hold. But after just three weeks, we couldn't sit idly by. We reopened Ruba’s doors, and it turned out to be the best decision we ever made.

What followed was the beginning of Ruba’s success story. As a healthy, easy-to-take-out food option, Ruba quickly gained popularity during the pandemic, becoming one of the highest-rated restaurants in Leuven.

Buoyed by this success, we expanded our vision. We opened new locations, first in Ghent, then in Antwerp, and most recently, we launched our second Ruba in Leuven. Each new location has strengthened our commitment to making healthy, affordable fast food accessible to everyone.