On The Border Mexican Grill & Cantina announced today that it has signed a 60-store Master Franchise Agreement with JRW Inc. making the Korea-based franchisee its Master Franchisor across South Korea.
With this newest agreement, JRW will expand its On The Border presence across South Korea by offering sub-franchise units to its partners.
“This agreement is an incredible opportunity for On The Border to continue the process of expanding our international presence,” says Mike Wood, Chief Development Officer for On The Border. “We are eager to take this platform to new countries around the world and we’re actively looking for the next market to bring our bold, border-style cuisine.”
In January 2021, JRW became the exclusive licensee of On The Border retail products in SE Asian markets. The licensee deal includes the use of On The Border trademarks in the manufacturing, sale and distribution of snack, meal-kit products and dressings in South Korea, Malaysia, Singapore, Indonesia, Thailand and Vietnam. This distribution is currently available in South Korea markets in convenience and grocery stores, premium online food platforms and big box retailers.
“We’ve experienced great success with On The Border, so we’re excited to expand our partnership,” says Suzy Park, Chief Executive Officer of JRW, Inc. “This is just the first step in expanding across Asia and solidifying On The Border as the premier restaurant for Mexican cuisine in these markets.”
Currently, JRW has 12 operating locations in South Korea and is expanding its brand presence with On The Border under a corporate franchise agreement to grow that number to 28 JRW-operated stores, in addition to the upcoming 60 sub-franchised locations.