On The Border Korea 7.7 /10

On The Border Korea is known for authentic Tex-Mex cuisine, generous portions, and vibrant southwestern experiences. Since launching the operations in Korean market over 15 years ago, we have built a strong reputation for delivering consistent, high-quality flavors in a family-friendly and festive dining environment. Currently, 11 company-owned outlets are in operation, each offering an average seating capacity of 150 guests.
On The Border Korea operates under JRW Inc. a well-established F&B group committed to operational excellence, brand integrity, and long-term franchise growth across Asia. The business holds a valid food license, and all future franchisees will be required to obtain licenses in accordance with their respective country’s government regulations.
Promoters:
Our leadership team comprises seasoned professionals with international F&B expertise, having successfully localized American franchise brands while maintaining global standards. Backed by a strong corporate structure, On The Border Korea benefits from deep experience in multi-unit operations, brand building, and franchise management.
Business model:
Our franchise model is full-service dine-in with optional bar operations, designed for high-traffic retail zones, shopping centers, and family entertainment hubs.
Average footfall per outlet:
Our top-performing locations in Korea attract an average daily footfall of 400–600 guests, with weekend peaks of over 800+ customers in flagship outlets like COEX and Times Square.
Competitive differentiation:
- Authentic Tex-Mex in a differentiated segment: On The Border leads the underrepresented Tex-Mex category in Korea, offering an untapped taste profile distinct from Koreanized Mexican offerings.
- Signature grill experience: Unique mesquite wood grill techniques provide a flavor edge and storytelling opportunity that connects with modern experiential diners.
- Strong brand recognition: Over 15 years of consistent operations in Korea has built strong customer loyalty and brand equity.
- Localized menu innovation: Our ability to blend U. S. brand identity with Korean palate preferences results in strong product-market fit.
Why choose On The Border Korea as franchise partner?
- Proven brand: Over 15 years of profitable operations and brand equity in Korea.
- Support-driven franchise model: Our head office provides turnkey guidance from opening to daily operations.
- Flexible formats: Models range from 250–500 sqm outlets with optional bar or delivery-oriented modules.
- Future growth potential: Korea remains underpenetrated in full-service Tex-Mex, and neighboring markets such as Singapore, Vietnam, and Thailand are available for development.
Avg seating seating cap - 150 seats.
The business operates with a valid food license and the franchisees will have to obtain one relevant to their country government guidelines.
There are 11 outlets currently operating, and all are company owned. Core menu offerings (dine-in & delivery):
1. Signature Tex-Mex entrées:
- Mesquite fajitas (steak, chicken, shrimp and mixed)
- Burritos & chimichangas.
- Enchiladas.
- Quesadillas.
- Tacos (hard and soft shell)
2. Border choices:
- Quattro platter.
- Guacamole (live)
- Queso (live)
- Fish and chips.
- Border wings.
- Guacamole bowl.
- Queso bowl.
3. Salad & soup:
- Sizzling fajita salad (steak or chicken)
- Taco salad.
- Taco rice.
- Chicken tortilla soup.
4. Complimentary starter:
- Nacho & salsa. Singapore. Connect with us on SMERGERS and we will guide you through the process. At On The Border Korea, we view our franchisees as long-term strategic partners. We are not only committed to providing extensive support, but also look for partners who bring the right mindset, capabilities, and passion to the table.
We expect franchisees to:
1. Demonstrate operational commitment:
- Be actively involved in the day-to-day management or assign a qualified operations team.
- Uphold OTB’s brand standards in food safety, service, and atmosphere.
2. Share our brand vision:
- Understand and respect the Tex-Mex dining culture and our mesquite grill heritage.
- Deliver consistent brand experiences that balance global brand identity with local market relevance.
3. Have a strong business acumen:
- Possess prior experience in F&B, hospitality, or retail (preferred but not mandatory).
- Be financially sound and capable of funding multi-unit expansion over time.
4. Local market understanding:
- Have insights into consumer behavior, real estate, and labor dynamics in the local market.
- Build strong local teams and supplier relationships aligned with our operational needs.
5. Willingness to learn and grow:
- Participate in required training programs provided by On The Border Korea HQ.
- Stay open to adopting new systems, marketing campaigns, and innovation from the brand.
6. Long-term growth mindset:
Commit to growing the brand’s presence responsibly and sustainably. Franchisees are provided with a comprehensive support system including:
- Site selection assistance.
- Store design and kitchen layout.
- Training for kitchen and front-of-house staff.
- Local supply chain onboarding.
- Digital marketing and promotions.
- Ongoing operational consulting.
The ideal initial training and orientation would be conducted in person (F2F) at our restaurant chains in Korea; however, virtual training can also be accommodated if necessary.