On the Border Mexican Grill & Cantina SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 1374

SWOT Analysis of On the Border Mexican Grill & Cantina with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

On the Border Mexican Grill & Cantina

Parent Company

OTB Acquisition LLC.




Food & Beverages

Tagline/ Slogan

Why try something extraordinary? Because you can


Provides a perfect blend of Mexican and American food (Tex-Mex)

On the Border Mexican Grill & Cantina STP


People looking for Mexican food

Target Group

Middle class and upper class people


A casual dining restaurant providing authentic Tex-Mex food

On the Border Mexican Grill & Cantina SWOT Analysis


1. Availability of exciting offers and deals
2. Rich variety of food products in the menu
3. Provision of a separate menu for vegetarians
4. ‘EClub’ feature available for a better reach with customers
5. Provision in the menu to customers for creating their own combos
6. Inclusion of ‘Party Platters’ in the menu
7. Presence in more than 150 locations in the USA

8. International presence in United States, Puerto Rico, Canada, Egypt, UAE, Saudi Arabia etc


1. Low geographic spread and little international presence
3. Insufficient marketing and advertising leading to a comparatively low brand equity


1. Availing Reservation facilities
2. Inclusion of ‘online ordering’ facility
3. Including ‘Gift Cards’ feature to please customers


1. Availability and fluctuation in price of raw materials
2. People looking to have fast food
3. Competitors providing home deliveries through online orders

On the Border Mexican Grill & Cantina Competition


1. Chili’s
2. Taco Bell
3. Del Taco

The brandguide table above concludes the On the Border Mexican Grill & Cantina SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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