Pepe's Diner is Not for Sale

“He was my everything,” Joe expressed, recounting the tragic loss of his son, Jose Rivero III, who succumbed to cancer in 2013 at just 37 years old. Joe III had been working closely with his father it he was the plan for succession for the diner. It put the future of the diner into play as well.

The grief was indeed a heavy burden on Joe Jr., who at 67, found his energy waning. His struggles were not only emotional; Joe Jr. had also weathered a heart attack. However, Rosa, a pillar of strength, emphasized the importance of preserving the diner for their late son’s offspring. In fact, their grandson, 23-year-old Jose Adrian Rivero, has assumed a supportive role, assisting with the day-to-day management of Pepe’s.

Joe Rivero Jr.'s roots trace back to Acuna, Mexico, where he was born in 1956. His family later moved further south to San Carlos, which cradled most of his childhood memories.

“Mexico was a safe haven back then, unlike now. Today, you can get killed for a single Peso,” Joe lamented.

Young Joe always had a business-oriented mindset, initially shining shoes as a child. The turning point came when his father, Joe Sr. (affectionately called “Pepe”), received a Visa from his employer in San Angelo to oversee a sheep shearing operation, ushering the family to the U.S.

He didn't complete middle school. Instead, Joe Jr. dove into the labor force, first in agriculture, later moving to different industries. The hardworking spirit eventually led him to venture into the restaurant business in 1978, although initial partnerships proved to be fruitless.

Undeterred, Joe Jr. honed his culinary skills, finding a valuable mentor at Bentwood Country Club, where he mastered the art of catering for large gatherings. His dream of running his own restaurant stayed alight, and in 1988, he seized the opportunity, opening Rivero’s, which tasted moderate success. However, it was the establishment of Pepe’s Diner in 1996 that truly marked the beginning of an enduring legacy.

Life at Pepe’s wasn't always easy, Rosa recollected. Early mornings and late nights were the norm, with a modest staff and the couple juggling multiple roles to keep the diner afloat.

However, the Riveros' perseverance gradually bore fruit. Unexpectedly, it was their all-you-can-eat catfish platter that garnered attention, a dish that remains a crowd-puller to this day, priced at a reasonable $13.99.

The story of Pepe's is woven with tales of triumph, loss, and an indomitable spirit. This became notably clear during a particular Tuesday lunch rush, amidst which Joe Jr. reminisced about a prestigious acknowledgment. In 2003, he was honored alongside several nationwide small business owners as "Businessman of the Year" by the National Republican Congressional Committee, an accolade that granted him and Rosa a cherished dinner gala encounter with President George W. Bush.

As Joe Jr. narrated this proud memory with a gleam in his eye, the lunch crowd burgeoned, a testament to the enduring legacy and the close-knit community that Pepe’s Diner continues to nurture and sustain.

In the quaint diner, amidst photographs and memorabilia, the heartwarming tale of the Rivero family unfolds, epitomizing a narrative of resilience, love, and undying hope.

While Rosa admires her husband for his work ethic and for realizing his dreams, Joe Jr. turned to Rosa and said, "Behind every successful man is a smart, loyal woman... like you."

Pepe's Diner is open 7 a.m. until 9 p.m. Monday through Saturday.