On the Border announced its bold plans for franchise expansion. The initiative comes as part of the company’s ramped up growth with several new franchise partnerships in the pipeline.
“I couldn’t be more energized about the direction the brand is headed,” says Tim Ward, president and CEO of On the Border, who joined the company two years ago. “We are dedicated to ‘boosting the bold’ where it matters most – our menu, guest experience and value proposition. Our corporate stores are feeling the positive impact of our progress. Now, the time is right for us to parlay that into the same type of success with our franchise development.”
In a nod to its 40-year, storied past, the brand, under Ward’s leadership, has brought back several distinctive facets of On The Border that made it bold and differentiated, and combined them with modernized innovation:
- Elevated Tex-Mex menu selections that reinforce its brand heritage
- A great guest experience that is tech-enabled thru a refreshed mobile app, new online ordering system and website
- Heightened focus on operational excellence that is bringing people together around food they love
Expanding the brand’s value proposition with an enhanced loyalty program, free chips and salsa and best-selling combos, featuring new items such as birria tacos.
“There is no doubt about it, this is an exciting time at On The Border. From where we stand today, with months of course correcting behind us and key initiatives launched, the upside for On the Border has no limit,” says Brian Shaughnessy, Vice President of Franchise for On the Border, who is working hand-in-hand with peers in top company leadership positions to set forth on the brand’s franchise growth initiative. “Given the momentum the brand is generating at the restaurant level, the timing is perfect for talented restaurant franchise operators to take a close look at On the Border. We’re Ready to Bring the Bold.”
To that point, a new franchised restaurant is slated to open early-summer, the first for On the Border in Anchorage, Alaska. The current franchise pipeline for the Mexican casual dining chain includes more than 10 locations in various stages of development. Additionally, new units are planned for Denver and Omaha and Lincoln, Nebraska
Likewise, On the Border boasts a successful international expansion plan within South Korea. The company’s South Korean franchise partner, JRW Inc., has opened 16 locations in the country, with three additional locations planned in 2022. Recently, On the Border and JRW struck a deal that makes the South Korean operator a master franchisee in the country. Now, the brand is focused on dialing up international expansion in markets such as India, Egypt, Australia, Saudi Arabia and Dubai.
Driving franchise growth at home and abroad stems from invigorated store performance. During the past 18-plus months, U.S. average checks have improved nearly 10 percent. Moreover, according to survey data, guest perception of On the Border’s menu has increased significantly, lunchtime sales are returning to pre-pandemic levels and catering has picked up as well.
On the Border is eager to optimize this sales growth and align with experienced operators who are just as enthusiastic about its mission and brand. Reserving franchise investment opportunities for qualified multi-unit owners, ideal franchisees brandish successful operations, a strong business acumen and accomplished ownership experience.
