On the Border to Open Cedar Hill Restaurant

The Irving-based Tex-Mex chain has implemented several changes over the past two years to start growing again.
On the Border to Open Cedar Hill Restaurant
Photo: Official

On the Border plans to open a restaurant in spring 2022 in Cedar Hill.

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Located on the corner of FM 1382 and Cedar Hill Crossing Blvd., the forthcoming Mexican Grill and Cantina will take over the former building of David’s Seafood Grill. The seafood restaurant, a staple in the city for 14 years, closed permanently in April 2020 as a result of the pandemic.

What Now Dallas reported in December that Wilson’s Seafood, a tribute to David’s Seafood Grill, is expected to open in Midlothian in spring of this year.

The forthcoming On the Border restaurant will be a corporate-owned location and debut a new prototype as the brand celebrates its 40th anniversary this year. It will be the first On the Border for Cedar Hill, the 27th in the metroplex and the 137th worldwide.

“We’re excited about the Plaza at Cedar Hill because of its incredible shopping combined with a wide variety of diverse and relaxed dining options,” Mike Wood, chief real estate officer at On The Border, said in a statement. “The growing family-friendly community also boasts 3,000 acres of parks and green space that attracts sports enthusiasts and nature lovers from all across the region.”

The new prototype will include an OTB To-Go station to streamline the delivery and pickup process and a new décor package with comfortable adobe colors, traditional Mexican accents and artwork inspired by the brand’s heritage. The Cedar Hill location will also feature a patio.

On the Border has a “desire to go back to the origins of the brand, so you’ll notice that mostly in colors and artwork,” a spokesperson for the brand said. “The theme also follows the brand’s desire to be clean.”

Launched in 1982, the very first On the Border restaurant opened on Knox Street in Dallas. Since then, the now Irving-based chain has grown to become the world’s largest Mexican casual dining brand with over 125 restaurants in 31 U.S. states and Asia. But that growth has not been without its struggles.

Even before the pandemic, it wasn’t exactly a fiesta for the brand as On the Border’s presence was being threatened by several new and rising Tex-Mex restaurant chains and was seeing dwindling loyalty from customers. Additionally, the brand hadn’t opened a new corporate restaurant in five years or a new franchise in 10 years.

In June 2020, On the Border brought on a new CEO, Tim Ward, who set out to “bring back sexy” to the brand. Among other changes, he implemented menu updates, made patio renovations, and launched the “free queso club.” And starting this year, On the Border is hoping to grow again by opening new corporate and franchise restaurants. Many of those restaurants – like the one coming to Cedar Hill – will be opening near the brand’s home base in areas between Dallas-Fort Worth and Wichita Falls.

Regarding further expansion into DFW, the spokesperson said the area “is a thoughtfully saturated market, however we are not opposed for opening franchise locations where the need exists.”

Alongside its queso, On the Border serves up award-winning margaritas, house-made salsa, and sizzling mesquite-grilled fajitas.

On the Border to Open Cedar Hill Restaurant
Photo: Official
On the Border to Open Cedar Hill Restaurant
Photo: Official
On the Border to Open Cedar Hill Restaurant
Photo: Official

Note: This article has been updated since its original publication to include comment from On the Border.

Danita White

Danita White

Danita White is a staff reporter for What Now Media Group. Born in Georgia and raised in Texas, she reports on new and forthcoming businesses in the Atlanta and Dallas/Fort Worth markets.
Danita White

Danita White

Danita White is a staff reporter for What Now Media Group. Born in Georgia and raised in Texas, she reports on new and forthcoming businesses in the Atlanta and Dallas/Fort Worth markets.

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