OTB Employee Hero


Connecting customers and crew with a zest for life


  • Employment Brand Strategy
  • Internal Communications Strategy
  • Vision, Mission & Values Definition
  • LMS Redesign
  • Culture Collateral
  • Career Pathing Materials
  • Training Content
  • Open Enrollment Campaign


By 2017, On The Border became the biggest and highest performing Mexican casual restaurant in the country. Their motto “Any Excuse to Fiesta” was a hit – customers loved the notion that any day could be a party with a margarita and fajitas from scratch. They gobbled it up.

Yet, somehow, OTB struggled to retain employees.

Like most multi-unit restaurants with a distributed workforce and centralized corporate headquarters, ops, HR and marketing all had unique insights on the issue, but lacked clarity and consensus on how to recruit and keep top talent.

OTB Pixel Margarita


We believe a brand is built as much from the inside out as the outside in. So we went straight to the source, gathering data from OTB team members through interviews and mobile surveys to plug into our Magnetic Scorecard diagnostic tool.

What we found:

Employees were lost. OTB’s internal communication methods were confusing and outdated. Like, 1996 outdated. Employees didn’t know how to do the basics, like enroll in health benefits… let alone make good on the lofty promise of turning every day into a party. Without a consistent and compelling rally cry, they lacked a sense of purpose.

OTB Magnetic Score Card


Employees needed to know their daily work was important. That, for a brand who stands for “Any Excuse to Fiesta,” the employee is the citrus squeeze that wakes up a dish and turns a regular visit to OTB into an unforgettable party.

To help them see that, we took OTB through a story building workshop. Together, we shaped the narrative of an Employee Value Proposition campaign and intuitive training platform to encourage employees to infuse celebration into every day.

OTB Lime Squeeze
OTB Nacho Arrow


Increase enrollment in the health plan

Decrease safety claims

Increase engagement with the corporate office

Increase donations to a for-employees-by-employees relief fund called Do The Right Thing

Graphic that says "give your career some juice, welcome to lime life"


LimeLife: the On The Border employment value proposition

Limes are magical. They have the power to wake up a dish, transform beer into cerveza, and even bring avocados back to life. Yes, anything can be a fiesta. Your shift, your career, and that party of four that just arrived? That’s what they’re looking for, too. All they need is a little bit of lime.

OTB Lime Head


to inform culture documentation and reimagine training programming.

OTB Nacho rising


to align employees’ actions with the expectations of the modern guest.

OTB Online


to tie the employment journey together: training materials, announcements, recognition, sales data, shift calendars – all in one place called LimeLife.

OTB Flyers
OTB Online
Various pamphlets that depict on the border career information
Various pamphlets that depict on the border career information resting on a wodden table


Today, LimeLife averages:


Recognition posts/day


User contributions/month


Videos per moth uploaded by users


Decrease in guest safety claims expenses

And thanks to the new communications strategy and tools, an internal annual fundraiser generated a year’s worth of donations from employees in a single day.

A restaurant interior with multicolored chairs and square tables
Cinco de seis logo with more one the border career booklets below
Two team member guides from on the border side by side, with one showing the cover of the booklet and the other showing the interior
Download icon with circle around it

Get a copy of this case story

Need to take this story with you to a presentation or pitch meeting? Download the PDF below and have it on hand whenever you need it.

Download the PDF