Texas Border Business
By Roberto Hugo González / Texas Border Business
Restaurateurs from across the Rio Grande Valley gathered in McAllen for the annual chairman’s dinner of the Texas Restaurant Association’s local chapter, mixing celebration with hard talk about costs, labor, and politics. “What a beautiful night in McAllen,” chapter president Jerry Maddox said. “We appreciate you guys here. You’re supporting some wonderful causes… we also do a lot of work with the Education Foundation as well.”
Maddox said the Education Foundation “really helps provide education… for those that are entering the restaurant industry,” including high school students and reentry programs “for second-chance inmates.” He added, “Raise your hand if you don’t have problems staffing your restaurants.”
TRA board chair Chris Aslam praised the Valley’s “really special group” and called it “an absolutely… productive year for the TRA.” He outlined federal wins, including “the pass-through income deductions,” “further deductions on employee meals,” an extended estate tax exemption, and “the deduction on bonus depreciation.”
At the state level, Aslam said, “we blocked 55 bills that were going to be harmful to us,” helped write eight bills “to make them more restaurant friendly,” and “passed 18 bills in our favor.” He cited gains in “regulatory consistency,” an exemption from menu-labeling rules, and efforts to lower our property tax bills. He summed up the approach as “predictability for today and progress for tomorrow.”
Introducing TRA executive Joe Monastero, Maddox called him “Mr. Cashflow.” Monastero said, “We’re going to tell you the truth… even when it means talking about things that aren’t so great.” He opened with “good news and breaking news,” noting that President Trump had repealed tariffs on items including tea, juices, cashews, cocoa, spices, tomatoes, coffee, and “Beef,” taking effect November 17, 2025.
Monastero highlighted the size of Texas’s industry— “between 57 and 58,000 food service establishments,” “1.4, almost 1.5 million employees,” and “138 billion in gross revenue.” He added, “There is absolutely no other place… better to operate and own a restaurant than the state of Texas.”
But he warned that “88 percent of restaurateurs… have watched their costs go up,” with two-thirds seeing higher labor costs and falling margins. “I do not know where else they have to go,” he said. On tariffs, he noted, “Tariffs are math… one and one equals two and tariff raises prices on the end consumer.”
On immigration, Monastero said the industry needs “simple common sense solutions,” including “an H1B-like visa,” but fear is reducing both labor and customer traffic. In neighborhoods 40 percent or more Hispanic, he said, “your customers aren’t going out,” adding, “I have not seen fear like that… since 9/11.
He said consumers now seek “value or an experience or both,” stressing value means “did I get what I paid for.” A national study ranked Texas 40th in menu price increases, which he called “an opportunity,” while cautioning operators not to make sudden changes. He urged restaurateurs to strengthen their reputation and loyalty and promoted TRA resources.
