On The Border Mexican Grill & Cantina is expanding the reach of its inaugural July concert series through audio-live streams to its domestic system and Facebook Live broadcasts to others who might not be in a restaurant.
The Dallas-based casual-dining brand, is broadcasting concerts at restaurants in five separate cities to its entire system through YouTube and PlayNetwork, the chain’s in-store music provider, and to individuals through a Facebook Live steam.
“Summer is the bull’s eye time of year for our brand,” said Ashley Zickefoose, chief marketing officer for On the Border, in an interview Friday at the inaugural concert at the On the Border in Addison, Texas. “We have patios, and a lot of other brands don’t have patios.”
The live music fit well into the patio energy of the brand, Zickefoose said, and the company tapped “into the power of technology” to expand the concert series reach.
On the Border created a private YouTube channel, and that channel is plugged into the PlayNetwork system in each of the stores to audio-stream the music live, Zickefoose explained.
On the Board used Facebook Live “so guests could view the concert on their phone or mobile devices,” she said.
The first concert was July 1 at the Addison restaurant with the local groups Rise & Shine as well as Charley Crockett. Additional concerts are planned for: July 8 in San Diego, Calif.; July 15 in Bedford, Texas; July 22 in Princton, N.J.; and July 29 in Naperville, Ill.
In addition to concerts, On the Border teamed with the Avocados from Mexico trade group and Budweiser to provide special deals on $2.50 appetizer guacamole and $2.50 Estrella Jalisco beer in most locations.
The concert promotion was expanded with a micro website, and hashtags #RocktheBorder #PatiOTB.
On The Border is owned by Border Holdings LLC and has more than 150 restaurants in 34 states, Puerto Rico, Asia and the Middle East.
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