It’s a nice turnaround for the chain after a rough decade. Overall, On The Border’s store count shrank, openings were few and far between and the chain didn’t sign a single franchisee during that time. Thanks to the launch of a new throwback prototype, menu changes and more, though, the chain appears ready to stage a comeback.
On The Border partnered with franchisee Perspective Hospitality to open its first restaurant on Texas’ South Padre Island this spring. The success of that location prompted Perspective Hospitality to expand its portfolio with On The Border adding a location in McAllen that will open later this fall in an Embassy Suites hotel.
“I believe McAllen hasn’t seen a national Tex-Mex brand in nearly 20 years,” says Hershal Patel, manager of Perspective Hospitality. “Over the past few years, McAllen, and specifically Palms Crossing, has cemented its role as a dine-out hot spot for the upper Valley.”
On The Border is also teaming up with multi-unit franchise operators Jack Lewis, Ray Kizer and Richard Hobbs of Firetap Tikahtnu, LLC to make its Alaska debut. Slated to open in early 2022 in the Tikahtnu Commons Outdoor Mall in Anchorage, the new restaurant will be situated among many national retailers and will be within walking distance from the IMAX Regal Theatres latest entertainment center.