Established
1982
Franchise Units
60
Minimum Investment
$3,500,000
Franchise Fee
$40,000
Total Investment Range
$5,000,000
Home Based
No
Description
On the Border Mexican Grill & Cantina is a well-established Tex-Mex restaurant brand recognized across the United States for its bold flavors, lively cantina atmosphere, and approachable casual-dining experience. Blending freshly prepared Mexican-inspired cuisine with American comfort food appeal, the brand has built a loyal following among families, professionals, and social diners alike.
The concept centers on made-from-scratch recipes, sizzling fajitas, hand-pressed tortillas, signature margaritas, and a vibrant dining environment that works equally well for weekday meals and weekend gatherings. This positioning allows the brand to compete strongly in the casual-dining segment while maintaining a differentiated identity within the crowded Mexican restaurant category.
From suburban lifestyle centers to urban trade areas, the brand’s flexible real estate footprint and recognizable name make it an attractive option for franchise investors seeking a proven restaurant system with national awareness. The franchise opportunity is designed for operators who want to leverage a heritage brand while benefiting from ongoing menu innovation, operational systems, and national marketing strength.
Why Invest in This Franchise?
Investing in this franchise offers a blend of brand recognition, operational depth, and category resilience.
The Tex-Mex and casual-dining segment continues to perform well in the U.S. due to broad demographic appeal and repeat visit frequency. The menu balances craveable comfort items with shareable appetizers and beverage-driven occasions, supporting strong average check values and group dining.
Key investment highlights include:
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A recognizable national brand with decades of consumer trust
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A proven casual-dining model with dine-in, bar, and off-premise revenue streams
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Strong unit-level economics supported by established supply chains
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A menu engineered for consistency, speed, and profitability
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Ongoing brand refresh initiatives to stay relevant with modern diners
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Scalability for multi-unit operators seeking territory development
Background
Established Year: 1982
Founders: Phil Romano
Industry Category: Casual Dining / Tex-Mex Restaurants
Franchise Active Units: Approximately 60+ locations
The brand was founded in Dallas, Texas, with a vision of delivering authentic-inspired Mexican food in a fun, approachable cantina setting. From its early days, the concept stood out by combining freshly prepared menu items with a lively bar program, helping it grow rapidly across multiple U.S. markets.
Over the years, the brand expanded nationally, refining its menu, kitchen systems, and guest experience to support consistent multi-unit operations. Ownership transitions and corporate stewardship have helped modernize the brand while preserving its core identity rooted in bold flavors and hospitality.
Today, the franchise maintains a strong presence in key U.S. regions, particularly in Texas, the Midwest, and the Southeast. The brand continues to focus on strategic growth, emphasizing experienced operators, prime trade areas, and sustainable unit performance rather than rapid overexpansion.
Support Training
Franchisees receive comprehensive, structured support designed to guide them from initial development through long-term operations.
Pre-Launch & Site Development Support
Franchise partners receive assistance with site selection, demographic analysis, and restaurant layout planning. The corporate team provides guidance on lease negotiation, build-out specifications, and equipment procurement to ensure brand consistency and operational efficiency.
Training Programs
Operators and key management staff undergo in-depth training covering kitchen operations, food safety, bar management, guest service standards, and financial controls. Training combines classroom instruction with hands-on experience in certified training locations.
Operational Support
Ongoing operational guidance includes standardized recipes, labor optimization tools, inventory management systems, and performance benchmarking. Franchisees benefit from field support visits and operational reviews aimed at driving continuous improvement.
Marketing & Brand Support
The brand supports franchisees with national marketing initiatives, seasonal promotions, menu launches, and digital advertising strategies. Local store marketing programs help operators build strong community awareness and repeat traffic.
Ongoing Business Development
Franchise partners have access to ongoing coaching, updated training resources, menu innovation, and technology upgrades that support evolving consumer expectations, including off-premise dining and loyalty engagement.
Ideal Candidate
This franchise is best suited for experienced restaurant operators or well-capitalized investors with a passion for hospitality and brand execution.
Ideal candidates typically have:
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Multi-unit or single-unit restaurant ownership or senior management experience
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Strong operational discipline and people-management skills
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Adequate financial resources to support development and early operations
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A hands-on or oversight-driven leadership style
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Commitment to brand standards, food quality, and guest experience
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Interest in developing one or multiple locations within a defined territory
While prior Tex-Mex experience is not mandatory, familiarity with casual dining, bar operations, and high-volume service environments is highly advantageous.
Financial Detail
| Financial Component | Estimated Details (USD) |
|---|---|
| Franchise Fee | ~$40,000 |
| Total Initial Investment | ~$3,500,000 – $5,000,000 |
| Minimum Liquid Capital | ~$1,500,000+ |
| Net Worth Requirement | ~$3,000,000+ |
| Restaurant Size | ~6,000 – 8,000 sq. ft. |
| Leasehold Improvements | $1,200,000 – $2,000,000 |
| Kitchen Equipment & Fixtures | $900,000 – $1,300,000 |
| Furniture, Fixtures & Décor (FF&E) | $500,000 – $800,000 |
| Technology & POS Systems | $75,000 – $125,000 |
| Initial Inventory & Smallwares | $60,000 – $100,000 |
| Grand Opening Marketing | $50,000 – $100,000 |
| Training & Pre-Opening Costs | Included / Variable |
| Working Capital (3–6 Months) | $250,000 – $400,000 |
| Royalty Fee | ~5% of Gross Sales |
| National Advertising Fund | ~2% of Gross Sales |
| Local Marketing Requirement | ~1–2% of Gross Sales |
| Average Unit Volume (AUV) | Market-dependent; strong high-volume casual dining potential |
| Estimated Break-Even Period | ~24 – 36 months |
| Expected ROI | Varies by location, management, and cost controls |
| Primary Revenue Streams | Dine-in, bar & alcohol sales, takeout, delivery, catering |