Sunday, February 14, 2016

On The Border Mexican Grill & Cantina Targets Price, Portability

Success does leave clues and one clue that C-stores, Grocery stores, and Chain restaurants are all picking-up on is that Ready-2-Eat and Heat-N-Eat grocerant niche fresh prepared food with portability drives top line sales and bottom line profits according to Foodservice Solutions®, Grocerant Guru®. 

Ashley Zickefoose, Chief Marketing Officer of On The Border understand that the customer is dynamic not static and listening to the consumer is important.  “Our catering guests have enjoyed our burrito boxes for a long time…They love them and have been begging us to make them available for pick-up as well.”

The Burrito boxes are now being offered instore and for take-out. “The Burrito Boxes, include hand-rolled burritos stuffed with four choices of mesquite-grilled meats, cheeses, cilantro lime rice, and pico de gallo. Portobello mushroom and vegetarian choices are also available. All are served with chips and our famous fresh salsa. “We don’t think guests should have to pay extra for chips and salsa. We make our chips and salsa in house every day and are proud to include them for free.” added Zickefoose.

Focusing on driving trial the Bowls were offered starting at $5 for those that want a non-burrito option for a quick pick-up meal. The Border Bowls are prepared-to-order with fresh house-made ingredients – cilantro lime rice, black beans, bell peppers, queso fresco, shredded lettuce, pico de gallo, and sliced avocado. 

In-addition the Border Bowl is served with roasted red chile-tomatillo salsa. Guests can choose from four flavor-packed options, all Mesquite-grilled and brushed with cilantro chimichurri sauce: fajita chicken, Portobello mushroom, fajita steak (add’l $1) or grilled shrimp (add’l $1).

Consumers are dynamic not static when you combine price with portability you activate two of the FIVE Pillars of Success in food marketing today.  

Success does leave clues and today price continues to drive frequency, customer adoption, and top line sales and bottom line profits. Visit: or Email: for information on how you can edify sales at your operation. 

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