On The Border recently signed a franchise agreement with existing franchisees Amy and Bryant Morrison. This agreement marks the very first On The Border location for Nebraska.
“We’re incredibly lucky to be partnering with On The Border to help launch the brand in Nebraska,” says Amy. “We have one location in South Dakota that has seen a lot of success, so we’re eager to expand with the brand and bring its iconic Tex-Mex offerings to new guests.”
With more than 20 years of restaurant experience, ranging from fast food to full-service restaurants, the Morrisons are confident this new restaurant will be a major hit with the communities around Lincoln and Omaha. The couple plans to open three locations over the next few years, with the first set to open in Papillion in Spring 2023.
“Amy and Bryant are excellent partners to work with, and we’re so fortunate to have them as part of the team,” adds Tim Ward, CEO of On The Border. “As our first expansion into Nebraska, we can’t think of anyone better than the Morrisons to take the lead. I trust that with their experience, we’re going to see a lot of success in Lincoln and Omaha and the surrounding communities.”
The franchise agreement with the Morrisons comes as On The Border has retooled its brand ethos and growth strategy. As a result, the company is fostering a resurgence of bold and differentiated brand characteristics that are a nod to its 40-year past, and has combined them with modernized innovation. Facets of the boosted brand essence coming to life include:
- Elevated Tex-Mex menu selections that reinforce its brand heritage
- A great guest experience that is tech-enabled thru a new mobile app, 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, affordably priced best-selling combos and featuring new innovation such as birria tacos and seasonal margaritas
- Off-premises best-in-class full-service catering, with servers and support staff to make any event great
A positive ripple effect from the brand’s efforts is being felt. 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.
The Nebraska deal is part of On The Border’s revamped franchise initiative that has already begun show strong momentum for the brand’s U.S. franchise growth. The current franchise pipeline for the Mexican casual dining chain includes more than 10 locations in various stages of development. This new location follows On The Border’s latest opening in the Aurora airport area in Denver.
On The Border is eager to align with experienced operators like Amy and Bryant 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.
