On The Border Continues South Korean Brand Expansion
Tex-Mex Brand Introduces Fresh Operating Formats and New Lineup of Retail Products to Be Sold in Grocery Stores
June 02, 2022 // Franchising.com // DALLAS - Dallas-based Tex-Mex destination On The Border announced today plans to expand its presence in South Korea with additional ghost kitchens and three full-service style restaurants to be opened by the end of the year. In addition to its new delivery-only and casual dining locations, the brand also announced its lineup of retail products that are being rolled out across several Asian markets.
The progress the brand is making in South Korea, and beyond in Asia, comes through its strategic partnership with JRW Inc. Aligned with On The Border as a franchisee for more than a decade and a half, and a retail product licensing partner for the past 18 months, JRW currently operates 16 locations in South Korea, with plans to open another dozen in the country. The company also recently expanded its relationship with On The Border to become a Master Franchisor, planning to sub-franchise.
“Our success in South Korea showcases the strength of the On The Border brand. The quality, restaurant experience and brand vibe translates extremely well at home and abroad,” said Tim Ward, CEO of On The Border. “A lot of credit also goes to JRW, which has been an integral part of that success due to their expertise. We’ve been eager to keep our growth moving forward in South Korea and other Asian markets, and they have been the perfect partners.”
JRW’s On The Border Asian retail product distribution now will carry the brand outside of South Korea to Malaysia, Singapore, Indonesia, Thailand and Vietnam. Today’s announcement provides greater detail into what the initial lineup of grocery items will be for the markets: BBQ ribs, frozen meal kits, quesadillas, chips, salsa, queso and a variety of different sauces.
Brand extensions also are occurring through the aforementioned ghost kitchens, which allow new and loyal customers to try its bold Tex-Mex offerings through app-based delivery ordering, without needing a full restaurant.
SOURCE On The Border
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