Today, iconic Mexican casual dining restaurant On The Border announced the launch of a virtual restaurant with REEF Kitchens (REEF) – one of the world’s leading operators of tech-enabled ghost kitchens.
The partnership is On The Border’s newest initiative in expanding its delivery services to help meet the demand for its flavorful menu in urban markets. The brand’s first ghost kitchen location recently began operating in Philadelphia, serving the city and its surrounding neighborhoods, with plans to expand in the coming weeks.
“This partnership with REEF couldn’t be more ideal, especially when it comes to our continued efforts to provide the best customer service possible for our guests,” says Tim Ward, CEO of On The Border. “We were looking for more ways to get our guests the classic Tex-Mex flavors they crave in a convenient format, and REEF’s systems and processes are simply unmatched. We’re ready to Bring the Bold to fans nationwide.”
REEF partners with restaurant brands like On The Border to help them establish and build a reputation in urban areas that might otherwise be hard to reach. The company’s large network of locations within cities around the world includes kitchens that are fully stocked with the equipment necessary to cook the restaurant’s popular menu items for hungry customers looking to pick up or order for delivery.
“On The Border and REEF’s partnership will allow us to serve life-long fans of the brand as well as help introduce its iconic Tex Mex flavors to new guests in new neighborhoods,” says Kenneth Rourke, President of REEF Kitchens. “We’re really looking forward to expanding this partnership to other markets throughout the country and bringing On The Border’s craveable menu items to even more communities.”
The partnership with REEF follows On The Border’s “rethink” initiative, where the brand underwent a variety of changes from a menu revamp, to new tech innovations in order to drive flexibility and customer service. The initiative has already helped to successfully boost online and dine-in sales, and the REEF partnership is another way On The Border plans to keep this momentum going.