A Harlingen Tradition

(This article was written by Laisa Chavez Macias and was featured in the November 2025 issue of Explore Harlingen Magazine.)

Photo courtesy of Juan Macias of J Macias Photographer

When it comes to Mexican restaurants in Texas the list is LONG, and the closer you get to the border the more prominent they become. From taco trucks to 5-star Mexican cuisine dining experiences, you name it, we got it.

But tucked away in each city is that one special place that locals look to for special occasions. The place they grew up celebrating birthdays, graduations, and so much more. It's the place their parents took them, and in turn they took their own kids. The restaurant where so many memories are made and the nostalgia runs deep.

For Harlingen, Pepe's Mexican Restaurant is that special place for so many families, mine included. I was honored to be able to sit down and visit with the owner, Mr. Joe Ayala, and talk about his journey.

Photo courtesy of Juan Macias of J Macias Photographer

If you were raised in Harlingen, the chances that you have never been to Pepe's are slim to none. BUT in the event that you haven't made your way there yet, this is clearly your sign to stop in for a delicious bite to eat.

Pepe's Mexican Restaurant opened its doors on September 27, 1994.

This year they celebrated 31 years in business! However, this was not the beginning of Joe Ayala’s journey.

Mr. Ayala started 10 years earlier, as the manager of Antonio's, a Mexican restaurant in the same location where Pepe's is today (117 S. 77 Sunshine Strip). In 1993, Antonio's relocated, opening a larger location, where Joe continued to manage for one more year before moving back to his old stomping grounds. This time as an owner. He acquired the building where he once managed, dusted it off, gave it a new name, and jumped right back in the saddle.

For Joe, less is more. He's kept the restaurant small and cozy, the menu the same. He's stuck to recipes that were tried and true. Plates that customers know and still order till this day. When I asked him what the secret was, he said “consistency,” and I could not agree more.

A big part of that starts in the kitchen. We will get into the food in just a second, but I would be remiss to not mention that the head chef has been with Joe for 39 years. This explains that consistency that we all love. It doesn't stop there; the wait staff has some amazing guys that have been there for 25 years.

Now let's get into the food. For starters, the chips and salsa: five stars! Ok, ok, at least in my opinion. However, I'm pretty sure I'm not alone on this one. As a matter of fact, I know a few people who dine in regularly just because of them.

Second, the fajitas! I'm positive I'm not alone on this one because not only has the restaurant and waitstaff been named the Valley Morning Star Readers’ Choice multiple times but so have those famous fajitas. They have also been named best overall Mexican food and have been featured in magazines, state and Valleywide.

Photo courtesy of Juan Macias of J Macias Photographer

The menu is full of wonderful choices. My personal favorite is the botana for two. It’s perfect for sharing and easy to customize. It’s served on a bed of cheesy nachos with guacamole, topped with fajitas of your choice, a side of rice and beans, and tortillas, which are all delicious. On the lighter side, they also have a great jalapeño soup or mini crispy tacos that are super savory.

Pepe's offers great food and great service. It's no wonder it's been around long enough for it to become part of our family traditions. Mr. Ayala knows many of us by name, and has watched families grow up, move, come back, and start families of their own. He loves his job. What he cherishes the most are his customers. He is forever grateful for the loyalty the community of Harlingen has offered his business.

I asked Joe about the future of Pepe's and what advice he would give up-and-coming restauranteurs. He assured me that for as long as he's around, he will be here, and that he knows the crew who have been with him through thick and thin will keep it going long after. For the second part of my question, his advice was “keep it simple.”

On that note, signing off until next time, your friendly local foodie, Laisa.