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On The Border Mexican Grill & Cantina has signed a 60-store master franchise agreement with JRW Inc., making the Korea-based franchisee its master franchisor across South Korea. Under this new agreement, JRW will expand its On The Border presence across South Korea by offering sub-franchise units.
JRW has 12 operating locations in South Korea and is expanding its brand presence with On The Border under a corporate franchise agreement to grow that number to 28 JRW-operated stores, in addition to the upcoming 60 sub-franchised locations.
“This agreement is an incredible opportunity for On The Border to continue the process of expanding our international presence,” said Mike Wood, the brand’s Chief Development Officer. “We are eager to take this platform to new countries, and we’re actively looking for the next market.”
Earlier this year, in January, JRW became the exclusive licensee of On The Border retail products in Southeast Asian markets. The licensee deal includes the use of the brand’s trademarks in the manufacturing, sale, and distribution of snack, meal-kit products, and dressings in South Korea, Malaysia, Singapore, Indonesia, Thailand, and Vietnam.
“We’ve experienced great success with On The Border, so we’re excited to expand our partnership,” said Suzy Park, CEO of JRW. “This is just the first step in expanding across Asia and solidifying On The Border as the premier restaurant for Mexican cuisine in these markets.”