On the Border Restaurants

On the Border’s social presence was overly promotional and needed to differentiate itself from various fast-casual Mexican restaurants (Chipotle, Independent Mexican Chains, and Chili’s). The brand knew it needed an updated content strategy and social content that fit the direction the brand was taking. At the same time, they wanted to encourage patron frequency and improve traffic by 2-3% on weekends at On the Border patios nationwide by positioning On the Border as the place to be with Happy Hour deals, new menu items, and seasonal featured drinks.

We developed a content strategy that focused on the brand’s key differentiators: fresh ingredients, beverage selection, and fun atmosphere. Our content producers regularly held on-location photo shoots at local OTB locations and at new store openings to take organic-looking photography, animated GIFs, and other social-first assets that resonated in the channels they were designed for. During the quarter we took over, the social channels had the highest engagement rates for the fiscal year.

We also partnered with influential content creators to help drive foot traffic and sales of select signature cocktails. Creators began by visiting different On the Border patios to enjoy and capture the complete #PatioVida experience and generate visual and video social stories. They then supported their content through blog posts, social shares, and highly targeted media syndication of the brand’s customer demographic.