JRW On The Border, Signature Menu and Complete Renewal

Mexican casual dining restaurant On The Border will be reborn with a comprehensive revamp campaign starting November 28.

The 'All New On the Border' campaign is the second leap forward by the operator, JRW Co., Ltd., which recently welcomed new shareholders and management. It aims to firmly establish itself as the only unique TEX-MEX specialized Mexican restaurant differentiated from other Mexican restaurants by leveraging the know-how and expertise gained as a pioneer of Mexican cuisine in Korea for the past 17 years.

The campaign features a revamped signature menu along with new menu items and economical prices. Leading the new main menu is the ‘Smoothed Fajita,’ accompanied by various taco options, as well as reasonably priced single-serving quesadillas, burritos, and salads that can be enjoyed lightly. The live menu items made directly at the table, such as ‘Queso Live,’ will also be newly introduced alongside ‘Guacamole Live.’

In addition, On The Border’s pride, fresh nachos and salsa, which were once discontinued, will resume unlimited refills. The ‘Weekday 3 PM Onwards Draft Beer 1+1 Event’ will be permanently placed, offering not only dining but also exotic drinks and snacks at affordable prices, presenting a new concept called ‘MEXICAN PUB.’ This is intended to approach customers who have long cherished and visited On The Border more intimately.

An On The Border representative stated, “We pursued this revamp to keep pace with market trend changes, provide a more professional and enhanced customer experience, and lay the foundation for On The Border to be continuously loved and grow. We improved existing menus and introduced new ones by reflecting customer feedback and inconveniences, and the core of this revamp is price readjustment to allow customers to enjoy without burden.” They added, “As this campaign aims to satisfy diverse customer needs and provide a better experience, our goal is to meet more and varied customers in the future.”