RISE - Menu Monitor

On The Border Mexican Grill & Cantina
Headquarters
6820 LBJ Freeway, Dallas, Texas 75240 USA
Tel: (972)980-9917 Fax: (972)770-9593
www.ontheborder.com
Ownership: Private
Segment: Full Service Mexican
System Characteristics 2006 2005 2004
U.S. Systemwide Sales ($000) 453,000 419,947 397,872
Company-owned ($000) 388,000 362,568 344,936
Franchised ($000) 65,000 57,379 52,936
U.S. Number of Units 151 141 131
Company-owned 128 122 113
Franchised 23 19 18
International Sales ($000) - - -
International Units - - -
Average Sales/Unit ($000) 3,100 3,000 2,900
Concept Positioning |
On The Border Mexican Grill & Cantina is a chain of casual-dining restaurants that specializes in Mexican fare and specialty
margaritas. Its mesquite-grilled entrées, desserts and traditional Tex-Mex appetizers are served in generous portions at
modest prices. Dallas-based Brinker International Inc. operates more than 160 On The Border restaurants nationwide.
Units average 6,500–7,200 sq. ft. with seating for 220–240 and outdoor patio seating for up to 100 patrons. Expansive ceilingto-floor
windows with transoms and skylights provide the units with a light and open feeling of border town haciendas. Guests
enjoy a Texas/Mexican border atmosphere filled with exposed brick, cactus and artifacts while watching fresh-cooked flour
tortillas being flame-grilled. Larger prototypes seat 275 patrons and the revamped interior features a more expansive bar area
with mounted plasma-screen TVs, brighter colors and an open fajita grill. Stores serve lunch and dinner seven days a week.
Restaurants also include a “To Go” entrance and parking, an update that recognizes its growing carry-out business.
The first On The Border restaurant opened in Dallas in 1982 and the company incorporated in 1989. An initial public stock
offering was completed in 1992. In May 1994, Brinker International acquired the company for a $32 million stock swap. Future
expansion plans have not been disclosed.
Menu Positioning |
On The Border's menu features appetizers, soups and salads, fajitas, shrimp and seafood, burritos, chimichangas, favorites,
create-your-own combos, desserts and beverages. Its signature items include mesquite-grilled chicken, buffalo, steak or
shrimp fajitas and original recipe Mexican entrées. Some of the chain's most popular appetizers include Smoked Chicken
Quesadillas, On The Border Nachos, Guacamole Live, Chile Con Queso and Chicken Flautas. Newer menu items include the
Shaken Margarita Shrimp Cocktail, Margarita Chicken, Bacon-Wrapped Shrimp and a revamped On The Border Kids' menu.
The “Off The Grill” section of the menu features favorites such as Red Chile Ribeye—a 12-oz. ribeye seasoned with garlicchile
spices, served over grilled onions with vegetables and cheesy Pepper Jack mashed potatoes; Pico Chicken & Shrimp—
mesquite-grilled chicken with pico de gallo, garlic cilantro sauce, Jack cheese and four large sautéed shrimp; and
Ranchiladas—fajita steak topped with ranchero sauce and Jack cheese, with two cheese and onion enchiladas with chile con
carne. Full liquor service is available and includes margaritas, beer and wine and non-alcoholic favorites. Takeout and kids’
menus are available. Menu prices range from $.29–$14.99. Checks average $15.47.
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