On The Border Mexican Grill & Cantina
Business Profile
Core Value Proposition
On The Border Mexican Grill & Cantina provides bold Tex-Mex dining experiences with dine-in, takeout and delivery across 120+ locations, enhanced by a Border Rewards loyalty program and a mobile app.
Target Customer
Diners seeking Tex-Mex cuisine (families and casual groups), catering clients for events, and potential franchise partners; Border Rewards members who order via the app.
Key Differentiator
Bold Border-Style flavors with house-made ingredients (fresh guacamole made daily, tortillas pressed to order, Signature Queso), extensive menu breadth, seasonal offerings, catering options, and a loyalty/app ecosystem including bonus points and location-based promotions; plus partnerships (e.g., Texas Rangers) and a large footprint (120+ restaurants).
Implementation Timeline
Value starts immediately upon enrolling in Border Rewards and using the app for ordering; other benefits (e.g., catering campaigns, seasonal menus) may vary by location and implementation cadence. measurable impact typically observed over weeks to months depending on initiatives.
Pain Points
- 1Finding a reliable, dine-in/takeout/delivery Tex-Mex option nearby.
- 2Loyalty rewards and easy, mobile ordering integrated into a single experience.
- 3Need for flexible catering for events and varying seasonal menus.
Key Features
- 1Dine-in, takeout, delivery, and catering options.
- 2Border Rewards loyalty program with discounts (e.g., $2 off queso) and bonus points via the app.
- 3Mobile app ordering and online ordering for streamlined purchasing.
- 4Seasonal and special menu items (Seasonal Menu, daily specials).
- 5Menu breadth across Starters & Salads, Fajitas, Tex Mex Faves, Combos & Meals, Lunch, and Drinks.
Target Customer Industries
Decision Makers
- 1Franchise Owner/Operator
- 2Operations Manager
- 3Director of Marketing
- 4Catering Manager
- 5Franchise Development Manager
Client Results
- 1Potential for increased guest visits and repeat orders via Border Rewards and app-based ordering.
- 2Enhanced catering revenue through formal catering offerings.
- 3Improved customer engagement through seasonal menus and daily specials.
Competitive Advantages
- 1Extensive footprint with 120+ locations for broad reach.
- 2Loyalty program (Border Rewards) and mobile app to drive repeat visits.
- 3Fresh, made-to-order components (e.g., tortillas pressed to order, fresh guacamole).
- 4Flexible ordering channels (dine-in, takeout, delivery, catering) and seasonal offerings.
- 5Brand partnerships and visibility (e.g., Texas Rangers).
Key Benefits
Additional Product Information
Product Description
A Tex-Mex restaurant brand offering dine-in, takeout, delivery, and catering across 120+ locations, backed by a loyalty program and mobile app to drive customer engagement and repeat business.
Target Market
Consumers seeking casual Tex-Mex dining in the U.S., families and groups, event organizers needing catering, and potential franchise investors.
Unique Value Proposition
Bold, fresh Tex-Mex with house-made components available across multiple ordering channels, reinforced by a loyalty app and promotions, plus scalable catering and a national footprint.
Technical Requirements
Mobile app and online ordering platform; integration with Border Rewards program; access to location-based promotions (vary by location).
Pricing Model
Promotions and discounts highlighted (e.g., $2 off queso daily; special menu items), but no explicit national pricing model is disclosed; pricing varies by location.
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