The Tex-Mex chain is turning a corner with a much-improved menu.
The once-popular Texas-based dine-in chain has been plagued by issues caused by cost-cutting measures: from the ground beef to the tortillas , food quality was affected across the board. And customers started to notice.from 2006 to 2021, sales at On The Border shrunk more than 36%, while its footprint dropped 17% to a mere 125 locations, according to Technomic Ignite data. Things weren't looking good for the 40-year-old chain, and something had to be done.
On The Border took action during the pandemic, hiring a new C-suite, including CEO Tim Ward and CFO Bruce Vermilyea—both of whom made immediate changes. The chain took a good, hard look at its menu and started making improvements. It added fat and flavor to the beef; launched non-Mexican items such as burgers and pizzas; streamlined more complicated items like its salads;
like the popular Smokehouse Fajitas and the Honey Chipotle Shrimp Tacos; and brought back the made-on-site tortillas.Additionally, On the Border now boasts a brand new website, an easy-to-use online ordering system, and a digital waitlist that sends a text message to guests when their tables are ready. Repeat customers are rewarded with Border Rewards and theAnd all of these major efforts paid off.
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