On The Border launched casual dining’s first subscription, Queso Club, along with its free Border Rewards loyalty program in May 2021. Queso Club was an industry-leading value, but discounting relative to the business sales lift wasn’t sustainable. That led to On The Border refreshing its loyalty strategy in 2023. New loyalty tiers gave all members great value, while providing even more robust rewards for their most loyal fans. A new mobile app improved the digital experience with increased capacity for guest engagement and segmentation. Additionally, a series of 1:1 marketing campaigns and employee engagement efforts created a personal and authentic experience for guests and employees alike.

On The Border Senior CRM and Digital Marketing Manager Alex Stucky and Paytronix Strategist Rachel Peterson join this presentation to discuss how the brand created its enhanced loyalty strategy.

Join this webinar to learn:

  • How to navigate enhancements to a loyalty program.
  • Success stories from On The Border’s refresh.
  • Loyalty program and mobile app best practices to drive engagement.


  • Alex Stucky | Senior CRM and Digital Marketing Manager, On The Border
  • Rachel Peterson | Loyalty Strategist, Paytronix
  • Ryan DiLello  | Content Specialist, Paytronix
  • Greg Sanders  | Food & Hospitality, WTWH Media