On The Border
When On the Border Mexican Grill & Cantina launched a nationwide brand overhaul, it required more than new visuals. The company needed a modern training ecosystem that aligned culture, operations, and guest experience under a refreshed identity. MAXMedia Partners was engaged to design and produce a comprehensive suite of training content, operational tools, and multimedia assets that helped unify teams and reinforce the brand across OTB’s national footprint.
At-a-Glance
Services Provided
Training program concept development and instructional design
Scriptwriting and training content development
On-location video production and post-production
Custom equipment engineering and POV capture solutions
Menu redesign strategy and copywriting
Visual design aligned with updated brand standards
Development of culture guidelines and guest-relations frameworks
Our Role & Scope of Work
MAXMedia Partners served as a strategic creative and production partner throughout On the Border’s national rebrand initiative. Our scope extended beyond traditional video production, encompassing training strategy, brand-aligned storytelling, and hands-on problem solving to support cultural, operational, and guest-experience transformation across the organization.
We collaborated closely with OTB leadership and operational teams to ensure all content reflected the updated brand vision while remaining practical, scalable, and effective in real-world restaurant environments.
Deliverables
Multi-module training video series
Custom POV food-service footage (“Fajita Cam”)
Redesigned national menu system
Branded instructional graphics and visual assets
Training criteria documentation and culture guidelines
Scalable content for employees, managers, and corporate teams
Timeline
2017
Location
Dallas, TX
The Challenge
OTB needed to modernize training content while simultaneously reinforcing a new brand vision. The materials had to educate, inspire, and align employees at every level, from front-of-house staff to management, while supporting updated operational standards and guest-relations strategies.
A unique production challenge emerged when filming a training sequence featuring OTB’s signature sizzling fajitas. Capturing a true server point-of-view shot, from kitchen to table, proved technically difficult due to tray movement and heavy steam obscuring the camera.
The Strategy
MAXMedia Partners developed an integrated strategy that combined instructional design, storytelling, and hands-on production innovation. Training content was treated as a brand extension, not an afterthought, ensuring consistency between operational standards, employee culture, and guest-facing experiences.
To solve the fajita filming challenge, MMP engineered a custom camera solution designed specifically for food-service environments, allowing the training content to showcase sensory elements without sacrificing clarity or stability.
Execution
The production team delivered end-to-end content development, from concept through final delivery. Training videos were filmed on location, supported by custom-built equipment and purpose-designed workflows.
The signature innovation, later known internally as “Fajita Cam,” was built by modifying a serving tray to support a stabilized camera rig positioned above the smoke line while maintaining a dramatic, downward angle on the food.
This allowed for dynamic POV footage that emphasized movement, sizzle, and guest anticipation while keeping the surrounding environment softly defocused.
The Outcome
The updated training platform played a key role in reinforcing OTB’s rebrand across its national restaurant network. Employees gained clearer guidance, stronger cultural alignment, and a more engaging learning experience.
The “Fajita Cam” innovation became a repeatable production solution for future food and beverage clients, further differentiating MAXMedia Partners’ capabilities in experiential and instructional content.
Key Results
Unified training standards across OTB’s national footprint
Improved clarity and consistency in employee onboarding and ongoing training
Stronger alignment between brand identity, restaurant operations, and guest experience
Creation of a signature POV filming solution later reused across food and beverage projects
Delivery of scalable training and brand assets adaptable for future initiatives
Reinforcement of OTB’s refreshed brand through cohesive visual and instructional content