---
title: "On The Border Breaks Through Borders with REEF Partnership"
url: https://burnaze.com/article/681465d8-136f-413e-a081-961fca54246d
source: "Franchising.com"
original_url: https://www.franchising.com/news/20220629_on_the_border_breaks_through_borders_with_reef_partnership.html
category: "Mexican"
industry: "Restaurants"
segment: "Mexican"
published: 2022-06-29T12:00:00.000Z
modified: 2026-11-01T02:07:30.668Z
image: https://images.unsplash.com/photo-1504674900247-0877df9cc836?w=1600&q=80&auto=format&fit=crop
---

# On The Border Breaks Through Borders with REEF Partnership

**TL;DR:** On The Border partners with REEF to launch a virtual restaurant and expand delivery services in urban markets. The partnership will help On The Border meet the demand for its menu in urban areas and introduce its Tex-Mex flavors to new guests.

*originally published in Franchising.com on 2022-06-29. [Read the original](https://www.franchising.com/news/20220629_on_the_border_breaks_through_borders_with_reef_partnership.html).*

## Story

The partnership is On The Border’s newest initiative in expanding its delivery services to help meet the demand for its flavorful menu in urban markets. The brand’s first ghost kitchen location recently began operating in Philadelphia, serving the city and its surrounding neighborhoods, with plans to expand in the coming weeks.

“This partnership with REEF couldn’t be more ideal, especially when it comes to our continued efforts to provide the best customer service possible for our guests,” said Tim Ward, CEO of On The Border. “We were looking for more ways to get our guests the classic Tex-Mex flavors they crave in a convenient format, and REEF’s systems and processes are simply unmatched. We're ready to Bring the Bold to fans nationwide.”

REEF partners with restaurant brands like On The Border to help them establish and build a reputation in urban areas that might otherwise be hard to reach. The company’s large network of locations within cities around the world includes kitchens that are fully stocked with the equipment necessary to cook the restaurant’s popular menu items for hungry customers looking to pick up or order for delivery.

“On The Border and REEF’s partnership will allow us to serve life-long fans of the brand as well as help introduce its iconic Tex Mex flavors to new guests in new neighborhoods," said Kenneth Rourke, President of REEF Kitchens. "We’re really looking forward to expanding this partnership to other markets throughout the country and bringing On The Border’s craveable menu items to even more communities.”

The partnership with REEF follows On The Border’s “rethink” initiative, where the brand underwent a variety of changes from a menu revamp, to new tech innovations in order to drive flexibility and customer service.

## Entities

- Franchising.com (publication)
- Restaurants (sector)
- partnership (topic)
- menu expansion (topic)
- Philadelphia (location)
- On the Border (company)
- delivery services (topic)
- urban markets (topic)
- virtual restaurant (topic)

---
Originally reported by Franchising.com (https://www.franchising.com/news/20220629_on_the_border_breaks_through_borders_with_reef_partnership.html). Summarized by Burnaze (https://burnaze.com/article/681465d8-136f-413e-a081-961fca54246d).