The Story Behind Midland-Odessa’s Most Loved Restaurants

If you drive around the Midland-Odessa region, you don't have to travel very far before seeing some of the well-known and iconic brands that the locals can't get enough of.

If you’ve dined across West Texas, you’ve likely encountered one or more of the restaurant brands owned by Bobby Cox Companies, Inc.

Over decades, founder Bobby D. Cox transformed a single coffee shop into a multi-concept restaurant enterprise now operating more than 70 locations across the southwestern United States.

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At the center of the portfolio are three key dining brands: Taco Villa, Rosa’s Café, and Texas Burger.

Each brand has legions of fans that spread far and wide across the Permian Basin.

Taco Villa

Taco Villa holds significant recognition throughout West Texas and eastern New Mexico.

Established in Odessa in 1968, the first location emphasized fresh ingredients and Tex-Mex cuisine.

Currently, Taco Villa maintains locations in Midland, Odessa, Andrews, Amarillo, and other areas, solidifying its position as a flagship brand within the Cox portfolio.

Rosa's Cafe

Rosa’s Café offers an authentic Tex-Mex, sit-down dining experience. Established in San Angelo in 1983, the restaurant was acquired by Bobby Cox Companies in 1995.

Since then, it has expanded to numerous locations throughout Texas and a few in New Mexico, serving a variety of dishes, including fajitas, enchiladas, and tacos, in a casual atmosphere.

Texas Burger

Texas Burger rounds out the lineup with a classic burger and diner concept rooted in local familiarity.

The brand is frequently cited alongside Taco Villa and Rosa’s as part of the “family of brands” under Bobby Cox Companies, particularly in the Midland-Odessa area.

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Personally, I enjoy all these brands.  Each has its own selections that I absolutely love.

For example, the tortillas at Rosa's are some of the best in town.  The spicy fries and desserts at Texas Burger are phenomenal. And finally, the hard-shelled tacos from Taco Villa are top-notch.

It is easy to see why these three brands are loved in Midland-Odessa.  Throw in the fact that the story behind them is interesting, and it only adds to their allure.