Popular Restaurant Chain Making Comeback After 15 Years

Cost-cutting efforts have hampered the once-popular Texas-based dine-in company, affecting the quality of everything from the tortillas to the ground beef.

Restaurant Business reports that On The Border's sales decreased by more than 36 percent between 2006 and 2021, while the number of its locations decreased by 17 percent to just 125.

The 40-year-old chain was in bad shape, and something needed to be done.

In response to the epidemic, On The Border hired a new C-suite, including CEO Tim Ward and CFO Bruce Vermilyea, all of whom implemented reforms right once.

The chain gave its menu a close inspection and began to make changes. It introduced non-Mexican foods like burgers and pizza and gave the beef more fat and flavour.

added more than 20 new products, including the well-liked Smokehouse Fajitas and the Honey Chipotle Shrimp Tacos, and simplified previously complex things like its salads.

A brand-new website, an easy-to-use online ordering platform, and a computerised waitlist that notifies customers via text message when their tables are ready are now available at On the Border.

With Border Rewards and the Queso Club membership programme, returning customers are rewarded ($1 plus the cost of a single bowl of queso offers members free queso for a year when dining in).

All of these significant efforts were successful. On The Border is on track to post positive yearly revenues for the first time in 15 years, and it is expanding to other cities, including Anchorage, Alaska.

Everyone at On The Border is experiencing an exciting time, according to Ward. We continue to demonstrate that On The Border is a best-in-class brand with staying power despite a difficult year for the restaurant sector.

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