Texas Border Business
By Roberto Hugo González
Alvie Britton, the owner of Cowboy Chicken in McAllen Texas, has been a persistent figure in the Texas restaurant scene since 2014. Despite the challenges faced by many during the pandemic, Britton has emerged, continuing to provide quality dining experiences for locals and visitors alike. This year, he marked his presence at the President’s Dinner, an event dedicated to celebrating the Texas Restaurant Association’s (TRA) legislative victories. This event was hosted by Chef Larry and Jessica Delgado at Salome on Main.
The journey has been far from smooth, with the economic implications of the pandemic placing significant strain on the restaurant. “It was very tough,” shares Britton. The challenges of maintaining payroll during uncertain times left many in the industry wondering about the future.
However, as the world adapted, so did Cowboy Chicken. In 2021, the restaurant witnessed substantial growth in sales, but this upswing was met with an equal increase in operational costs. The rising price of chicken, a staggering 70%, has notably impacted margins, despite higher sales compared to pre-pandemic times.
“I cook a lot of chicken,” says Britton with a knowing smile, highlighting the substantial impact of these cost increases on his business.
Inflation has been a persistent challenge, affecting not just the cost of goods but also labor. For Britton, taking care of his employees and ensuring their satisfaction has been crucial. Maintaining consistency in the quality of service and dining experience requires a happy and dedicated workforce.
Since its inception in 2014, Cowboy Chicken has grown to house two units in McAllen. Even with the increasing costs and higher interest rates hampering expansion, Britton remains committed to his business and his team, many of whom have been with him since the beginning.
The Texas Restaurant Association plays a pivotal role in representing the interests of establishments like Cowboy Chicken. Through legislative advocacy, the association helps in addressing challenges and preventing regulations that could adversely affect the restaurant industry.
One such example is the tip credit, which is crucial for ensuring that tipped employees are adequately compensated. Britton emphasizes the importance of understanding this system, stating, “My employees average $15 an hour. The ones that are tipped,I pay ’em eight or nine dollars; they made good money.”
Alvie Britton’s journey with Cowboy Chicken is an example of adaptability in the face of adversity. As he navigates through the challenges of inflation and operational costs, his dedication to his employees and the culinary experience he provides remain solid.
The Texas Restaurant Association continues to be a beacon of support, representing the voices of restaurant owners and ensuring that legislative measures consider the unique needs and challenges of the industry.
In an environment where the collective voice holds significant power, the Texas Restaurant Association (TRA) emerges as a unique support and advocacy for restaurant owners like Alvie Britton of Cowboy Chicken. The TRA’s influential role in bringing restaurant owners together and fostering a sense of unity has been crucial, allowing establishments to leverage their collective strength in negotiations and policy advocacy.
The TRA’s approach in banding restaurants together has empowered them to negotiate better deals with vendors. As Britton notes, “We can go to a vendor and say, ‘Hey, we can bring you 600 restaurants. Will you make us a deal?’ The prospect of striking deals with hundreds of restaurants is an appealing one for vendors, ensuring mutual benefits and fostering a sense of community within the industry.
Estimates suggest around 300 members in the Rio Grande Valley are associated with the TRA, indicating a significant opportunity for more local restaurants to join the association and reap the benefits. The valley, covering a substantial population, houses hundreds of restaurants, and many are yet to discover the advantages of TRA membership.
One of the remarkable benefits that TRA offers is in healthcare, providing a lifeline for restaurant employees. The association’s proactivity in reaching out and promoting these benefits has evolved under the current administration, marking a departure from the past where the focus was primarily on Austin. The present president’s efforts in advocating for programs like ProStart with schools showcase the TRA’s commitment to the wider community.
Britton said that while the cost of joining the TRA is not insignificant, the value derived from membership far outweighs the financial investment. Britton highlights the savings he made on commercial liability policies through TRA, emphasizing that the benefits “more than paid for my TRA membership.” The association offers various payment programs, making it accessible for restaurants of all sizes.
The term “70 days, 70 wins” encapsulates the TRA’s achievements under the leadership of Emily Knight. The association’s presence and advocacy in the legislature have brought about positive changes, benefiting all restaurants in Texas, regardless of their membership status. “All restaurants benefit from what the Texas Restaurant Association does,” asserts Britton, underlining the inclusive impact of the TRA’s efforts.
Britton concludes by encouraging local restaurants to consider joining the TRA. The overabundance of benefits, from financial savings to legislative advocacy, make membership a worthwhile investment. “The money you save in the long run really makes up for that,” Britton remarks, urging fellow restaurateurs to explore the opportunities and support offered by the Texas Restaurant Association.
With such compelling advocacy and a robust support system in place, the TRA continues to be a key force in shaping the Texan culinary landscape, offering a united front for restaurants and ensuring their voices are heard in Texas legislative corridors.
