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VIDEO: Will a queso subscription program and brand makeover boost the struggling On the Border?

On the Border CEO Tim Ward and CMO Edithann Ramey also discuss the brand's new store formats and their plan to bring back the glory days of the casual-dining Mexican chain


Irving, Texas-based casual-dining Mexican chain, On the Border, wants to be back on top again. Despite declining sales over the years, including a 10% sales drop in 2020 according to Datassential data, CEO Tim Ward is confident in the brand’s comeback ability.

Ward began his tenure as CEO last June in the middle of the pandemic and has been putting changes into place to improve the brand’s sales, including new store designs and the latest marketing strategy: a $1 queso subscription program. On the Border also just added its first franchisee in 10 years, in South Padre Island, Texas, and is planning a major expansion moving forward.

“If you look back at the On the Border of 15 or 20 years ago, it was where neighbors met for happy hours for ice cold margaritas,” Ward said. “[…] I started a year ago and any part of our brand has been turned upside down so we can bring back the sexiness we were before. We want to be the place that you choose for Mexican food again.”

To learn more about On the Border’s bold new strategies moving forward, including menu changes, and new store evolutions, watch our video interview.

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