The tradition began in the early '80s and is still going strong after all these years.
A Texas restaurant has achieved cultural icon status by offering more than just great food. El Arroyo, humorously dubbed "the Last Queso Stop Before a Bunch of Yoga Studios" on its website, has been delighting diners with delicious Tex-Mex cuisine and a steady stream of laughs for over 25 years. Its legendary marquee sign, known for its witty and relatable messages, has become a daily source of humor for fans far beyond the Lone Star State. This beloved tradition, which began in the early ’80s, thrives today with fans worldwide submitting clever one-liners in hopes of making it onto the iconic sign.
Laura Schulte, the brand partnerships and social media manager at El Arroyo, explained to Bored Panda that the marquee was initially installed over 25 years ago by the restaurant's founder to promote specials and share funny quotes. Over time, the sign evolved into a full-blown phenomenon. "We select messages based on what makes us laugh and is most applicable to current events," Schulte shared.
The signs have become a sensation, earning El Arroyo a massive following of over 639,000 on Instagram and drawing customers from across the country—and even the globe. Thanks to its mix of humor, heart, and Tex-Mex, El Arroyo continues to serve up joy alongside queso, one marquee message at a time.
The most popular signs, according to Schulte, are usually the ones that are "relatable and funny to large groups of people. We've seen a lot of success with our signs about past elections, and current events such as commentary on the pandemic."