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Up until about a few years ago my family had a favorite place to go out and eat in McAllen, Peso Bills on north 10th. The restaurant started off as “Bonanza,” and years later transitioned into “Peso Bills.” For years a huge chunk of my family got together for lunch or dinner at our favorite spot, and we weren’t the only ones who liked it.

Getting in during lunch was a pain in the ass. There were long lines to order, (yes, to order,) plus no space to sit sometimes –yet everyone didn’t seem to mind. We packed in to the horribly dated restaurant that featured some oh so sexy 80’s décor, and we genuinely enjoyed our time there. Meanwhile, the managers and crew had come to know most of my family by name over the years. The other folks who worked there were always really nice, plus the food was just damn great.

There was a lot on the menu, but the one thing everyone in the family seemed to love was the “Chicken Monterey;” charbroiled boneless chicken breast(s) smothered in some damn good sauce, (which is actually Wishbone’s Western salad dressing.) In any case, growing up I spent a lot of time there (it’s a miracle I wasn’t tubby back then,) but we frequented often… that is, until it was gone.

Peso Bills closed without much of a warning. It was just sprung on everyone, (including the workers.) And after it was gone finding a good place to eat where everyone was happy, got so much harder. There were plenty of moments at other restaurants where someone said “I wish Peso Bills was still open.”

And in fact, Peso Bills was open –in Harlingen. When the die-hard fans of Peso Bills found out, there were suddenly more excuses to visit Harlingen, and of course, Peso Bills.

The last time I dined at Peso Bills a few of us decided to ask our waiter how many people mention the old location in McAllen. I wasn’t expecting much, but he said “Tons, I get people asking why the one in McAllen closed ALL THE TIME.” I couldn’t imagine the restaurant having a following after being closed for what I’m guessing is 9 years, (other than my foodie family,) but it does.

Building a brand image and keeping it positive year after year, including when the brand no longer exists… isn’t easy. There were (or are,) a few more Peso Bills’ out there, and they all probably have the same great food. But the fact is this location, in particular, had great management and a great team, that really made it that much better.

And because I have A.D.D. and can’t stick to my topic; I must mention that over time I managed to get my hands on the Western dressing the only way I could, which is ordering it direct and playing about 4 bucks a bottle, and I now make my own “Chicken Monterey” at home; The thing is… no one has forgotten the friendly place that once served it up for us. And truly earned our loyalty.

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