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On The Border Mexican Grill launches $1 Queso Club

Casual-dining chain offers subscription service as value offer for one year

Queso is back in the spotlight with On The Border Mexican Grill & Cantina’s new Queso Club for $1. Customers will be able to enjoy unlimited free queso for a year in both on-premises and carryout formats.

The recipe for the On The Border Queso starts with an in-house prepared recipe, combining tomatoes, green chiles, onions, cilantro, poblano, and jalapeño peppers. The Queso is complimentary with every order, once a day, for the next 365 days for club members.

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On The Border’s new subscription service is a twist on unlimited coffee programs that have gained a fair amount of traction during the pandemic.

The 135-unit Mexican-style chain is providing easy ways for customers to enroll in the Queso Club: QR codes will be available at the table and customers can also navigate to Queso365.com.

“Our guests are already used to annual subscriptions for all kinds of things, but we wanted to give them a subscription that gives back,” said Edithann Ramey, chief marketing officer at On The Border. “An entire year of free spicy, cheesy goodness for just $1? It doesn’t get much better than that!”

Customers can join the subscription offer for Queso, available at any of On The Cantina’s 122 US locations.

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