Crossing new borders, On The Border is bringing its authentic Tex-Mex menu and distinctive casual dining experience to Aurora.
Known for its bold, border-style favorites like ice-cold margaritas and sizzling fajitas grilled over mesquite wood and served in generous proportions, the world’s largest Mexican casual dining brand recently signed a franchise agreement with Galaxy Hotels Group. This agreement marks the brand’s seventh location in Colorado.
“This new On The Border location will be a great addition to the Denver airport locale, offering more delicious choices for our guests visiting the area,” says Scott Nadel, COO of Galaxy Hotels Group and second generation hotelier. “The hotel is situated in a great location, so the property is going to stay busy once it’s open. Plus, On The Border is a well-known national brand that continues to provide menu and tech innovation for our guests.”
Galaxy Hotels Group plans to open the new On The Border location in the first quarter of 2023. It will be situated in the lobby of the Hilton Garden Inn located at 16475 E 40th Circle, Aurora, CO 80011. The restaurant is available to both hotel guests and the local community.
Nadel—otherwise known as the ‘Ambassador of Associates’—and Galaxy Hotels Group believe strongly in positive employee culture, prioritizing inclusion and diversity and ensuring their associates feel they are a part of something. Formed in 2015, Galaxy Management Company, LCC performs full management services for hotels. The company is approved for franchise management of all major brands such as; Marriott International, Hilton Worldwide, Best Western Hotels & Resorts, and G6 Hospitality. Galaxy Hotels Group highlights hospitality in its hotels to ensure guests receive the best service possible.
“On The Border partners with trusted, enthusiastic and collaborative franchisees to grow and maintain the brand’s welcoming atmosphere and ‘Bring the Bold’ for even more people to enjoy,” says Tim Ward, CEO of On The Border. “With the planned growth, we could not be more thrilled to have Galaxy Hotels Group join the franchise system. The company’s proven background as an experienced operator makes the group’s team a great addition to On The Border.”
The franchise agreement with Galaxy Hotels Group 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 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, affordably priced best-selling combos and featuring new innovation such as birria tacos and premium Diamante Margarita
- Off-premise 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, with lunchtime and catering sales returning to pre-pandemic levels.
Plus, the Aurora deal times with strong U.S. expansion momentum for On The Border. 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 Omaha and Lincoln, Nebraska with skilled operators.
On The Border is eager to align with experienced operators or groups like Galaxy Hotels Group 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.