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VIDEO: Will a queso subscription program and brand makeover boost the struggling On the Border?VIDEO: Will a queso subscription program and brand makeover boost the struggling On the Border?

On the Border CEO Tim Ward and CMO Edithann Ramey also discuss the brand's new store formats and their plan to bring back the glory days of the casual-dining Mexican chain

Joanna Fantozzi, Senior Editor

June 25, 2021

Irving, Texas-based casual-dining Mexican chain, On the Border, wants to be back on top again. Despite declining sales over the years, including a 10% sales drop in 2020 according to Datassential data, CEO Tim Ward is confident in the brand’s comeback ability.

Ward began his tenure as CEO last June in the middle of the pandemic and has been putting changes into place to improve the brand’s sales, including new store designs and the latest marketing strategy: a $1 queso subscription program. On the Border also just added its first franchisee in 10 years, in South Padre Island, Texas, and is planning a major expansion moving forward.

“If you look back at the On the Border of 15 or 20 years ago, it was where neighbors met for happy hours for ice cold margaritas,” Ward said. “[…] I started a year ago and any part of our brand has been turned upside down so we can bring back the sexiness we were before. We want to be the place that you choose for Mexican food again.”

To learn more about On the Border’s bold new strategies moving forward, including menu changes, and new store evolutions, watch our video interview.

About the Author

Joanna Fantozzi

Joanna Fantozzi

Senior Editor

Joanna Fantozzi is a Senior Editor for Nation’s Restaurant News and Restaurant Hospitality. She has more than seven years of experience writing about the restaurant and hospitality industry. Her editorial coverage ranges from profiles of independent restaurants around the country to breaking news and insights into some of the biggest brands in food and beverage, including Starbucks, Domino’s, and Papa John’s.

Joanna holds a bachelor’s degree in English literature and creative writing from The College of New Jersey and a master’s degree in arts and culture journalism from the Craig Newmark Graduate School of Journalism at CUNY. Prior to joining Informa’s Restaurants and Food Group in 2018, she was a freelance food, culture, and lifestyle writer, and has previously held editorial positions at Insider (formerly known as Business Insider) and The Daily Meal. Joanna’s work can also be found in The New York Times, Forbes, Vice, The New York Daily News, and Parents Magazine.

Her areas of expertise include restaurant industry news, restaurant operator solutions and innovations, and political/cultural issues.

Joanna Fantozzi has been a moderator and event facilitator at both Informa’s MUFSO and Restaurants Rise industry events.

Joanna Fantozzi’s experience:

Senior Editor, Informa Restaurant & Food Group (August 2021-present)

Associate Editor, Informa Restaurant & Food Group (July 2019-August 2021)

Assistant Editor, Informa Restaurant & Food Group (Oct. 2018-July 2019)

Freelance Food & Lifestyle Reporter (Feb. 2018-Oct. 2018)

Food & Lifestyle Reporter, Insider (June 2017-Feb. 2018)

News Editor, The Daily Meal (Jan. 2014- June 2017)

Staff Reporter, Straus News (Jan. 2013-Dec. 2013)

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