On The Border Mexican Grill & Cantina travels all the way back to the 1980s with its new prototype in Alpharetta, Ga., that pays tribute to the chain’s very first design.
Featuring a palette of white adobe and rustic colors, longtime guests will immediately recognize the difference with warm colors balanced with colorful Mexican features. With new chairs, tables and barstools, the revamped restaurant boasts an upgraded appearance. Artwork inspired by the brand’s heritage transports guests to On The Border’s roots. The brand even enlisted the same artist who created a cowboy painting for On The Border’s original restaurants to create more artwork to go on the exterior of updated locations.
Acting as a test prototype, guests’ responses at the Alpharetta restaurant will determine On The Border North Point’s next steps in developing future locations.
“We are on a mission to re-image On The Border and take guests back to our glory days,” says Mike Wood, chief real estate officer. “After almost four decades of learning and growing, our company has decided it’s time to go back to what first brought people to our brand and that includes offering bolder-than-ever Tex-Mex food and pulling together design elements that are inspired by On The Border’s legacy. By updating our prototype to look more like our first locations, we hope to remind people of how great the food, atmosphere and experience was and continues to be today.”
On The Border’s new design is part of an overall brand enhancement to improve the guest experience. As part of that effort, On The Border has elevated its menu.
On The Border also improved its signage for to-go orders and plans to leverage technology with the rollout of a new online ordering system. In addition, the chain will launch a new Rewards program and an app that allows guests to track points for every visit.
“North Point is our first location in years to get a revamp, and we’ve been focused on finalizing this new design for a while now, so we’re thrilled to see it come to fruition in Alpharetta,” Wood says. “This test prototype is the beginning of a journey in which we continue to refine our design and get it just right for our guests. Everything about On The Border’s original building balanced both Texas and Mexico’s culture but with a real sense of fun adventure, and that’s what we’re striving to emulate once again. We can’t wait to receive feedback from our fans.”
Images courtesy of On The Border