Reyna’s BBQ: Inside The Rising RGV Staple

(This article was written by Abigail Muniz-Garcia and was featured in the July 2025 issue of Explore Harlingen Magazine.)

Zeke Reyna remembers seeing the empty lot where Reyna’s BBQ & Cocina now sits in Weslaco… it was a beautiful piece of property as he describes it. He’d always dreamed of having a barbecue restaurant. That dream turned into a reality in May of 2018 when the first Reyna’s BBQ opened in Weslaco on that beautiful lot.

“I think somewhere up above, someone just said open up a restaurant, and we did it and it just kind of came to fruition,” Reyna said.

Reyna’s BBQ & Cocina has undergone changes since then. Their menu has expanded, and they now operate three locations: Weslaco, Harlingen, and McAllen, which opened in March 2025.

Photo courtesy of Lisa Campos.

“Obviously it’s a lot different than what we do now but it was just the standard brisket, ribs, half-chicken… your typical, normal barbecue restaurant,” Reyna said of their beginnings. “Fast forward to where we are now. It feels like a whirlwind.”

Like any business, there have been challenges, but he points out how Reyna’s BBQ & Cocina has persevered and pushed past all of it. They opened their Harlingen location in October 2020 when everyone was focused on the presidential election and the COVID-19 pandemic.

“It was quite crazy,” Reyna said as he reminisced on what was going on in the world when the Harlingen restaurant opened.

When other businesses were closing their doors for good, Reyna was opening the doors to a new location. It is something he is proud of and credits his staff.

“That’s a testament to our staff, to their commitment to excellence and to the proposition at hand… to make sure that as much service and quality we bring to our customers, we bring to our team,” Reyna said.

“If you look at what we do versus what everyone does, there’s certainly some differences and for the staff to take it with open arms and run with it and really accept it, is really neat to see. They know we are going to ‘get a little bloody’ and we have, but we are certainly better for it,” he added. “Growth starts where comfort ends.”

His passion and savviness for the business is apparent as he relates how the ever-evolving restaurant and where it is now, is the direction he always knew it would take. He mentioned how he’s always bouncing ideas with his wife, Erika.

“She’s been incredibly instrumental, and she has a good understanding of marketing,” he said. “She was more present at the beginning prior to us having kids; she takes care of our two little ones, but she still helps me in the business. I’m forever grateful. She’s my number one fan and my number one critic as well.”

His commitment to the restaurant, his staff, and his customers have brought not only unique menu options and an expanded menu but quality offerings such as tortillas that are freshly made.

“Who we were in 2018 is completely different (to now). We are serving homemade tortillas on the floor, homemade corn tortillas at every location,” he said. “We’ve added fajitas… we added our Reyna Favorites… our wings have come a long way. They’re one of our biggest movers. The overall scope is completely different.”

Zeke and Erika have become stewards of the community over the years, playing host to numerous community events such as their annual back-to-school backpack event for school-aged children, Chamber mixers, and more. They have participated (and won prizes) in local events such as Taste of Harlingen (2nd place, 2024) and Margarita Fest (Best Tent Decoration, 2024).

They show appreciation for their customers by offering discounts to veterans and teachers, donating meals to healthcare workers, handing out free breakfast tacos for Valentine’s Day, giving moms free roses for Mother’s Day, and providing free kid meals on Halloween for kids in costumes. It’s these courtesies and details that make Reyna’s BBQ stand out for their unmatched customer service.

There are plans to grow and expand. A new location will be opening in the next six to eight months on the west side of the Rio Grande Valley, and Reyna wants to make sure all locations are cohesive as well. He said it’s also important to note that above all, they are working on creating an atmosphere where people feel welcome.

“We are really excited of where we’re going… it’s only the beginning.”

Reyna’s BBQ & Cocina in Harlingen is located at 2410 Spur 54 and is open Sunday through Tuesday, 11 am to 9 pm, and Wednesday through Saturday, 11 am to 10 pm. They also offer full-service catering for schools, parties, weddings, corporate events, and meetings.