JRW 'On the Border', Full-Scale Franchise Business Launch

[Provided by On the Border]

JRW Co., Ltd. (CEO Yeonsu Park), which operates On The Border, a Mexican restaurant widely known among various demographics and influencers of the MZ generation as a global premium F&B brand, announced that it will expand its franchise business.

Having operated On The Border for the past 17 years, JRW has secured the master franchise license for Korea and six Asian countries from the U.S. headquarters, which generates over 500 billion KRW in annual sales across more than 200 stores in the United States. Starting this year, JRW plans to broaden customer touchpoints through domestic franchise business and overseas expansion, following its direct management of department store and large mall locations.

For the full-scale franchise business, JRW expects to provide verified menus and services at all stores through a completed Field Manual covering thorough recipe management, QC, and customer service, developed in close collaboration with the U.S. headquarters. The company also explained that seasonal LTO releases developed by the domestic R&D team will offer differentiated Texas-Mexican cuisine.

As the era of per capita GDP of 30,000 USD arrives and expectations for global premium franchises increase for stable business income after baby boomers’ retirement, the proven brand reputation of On The Border, which has achieved cumulative sales of 300 billion KRW over the past 17 years, along with JRW’s management system, is expected to meet the expectations of various franchisees through the launch of this franchise business.

Additionally, following On The Border, JRW recently launched the New York-based Luke’s Lobster brand domestically and successfully completed popup stores in January and February.