The new deal grants licensing rights to sell various products across Asian markets.
On The Border Mexican Grill & Cantina has signed a retail agreement with JRW Inc., its Korea-based franchisee, to license branded retail products in various Asian markets including South Korea, Malaysia, Singapore, Indonesia, Thailand, and Vietnam.
The deal includes the use of On The Border trademarks in the manufacturing, sale, and distribution of snack and meal-kit products, frozen home meal replacements, and dressings.
“Our current success in South Korea and the growing appetite for Mexican cuisine in Asia, makes it the ideal market for international expansion for On the Border,” said Tim Ward, CEO of On The Border. “Partnering with JRW is the key to our success because we can leverage their expertise in the Asian retail segment and rely on their extensive brand knowledge as long-time operators of On The Border restaurants.”
JRW currently owns and operates 13 locations throughout the South Korean market, and has a total of 125 restaurants open worldwide.
“The Asian consumer already considers On The Border a premium brand, so the extension of licensed products was a natural next step for us,” said Suzy Park, chief marketing officer of JRW, Inc. “We look forward to growing On the Border retail products in Asian markets and continue to foster great dining experiences for our consumers.”
The retail products are expected to arrive in the first quarter of 2021, and will be available in convenience stores, grocery markets, premium online food platforms, and big-box retailers.