As city leaders and newbies work to attract Odessans to downtown, one restaurant owner already has the secret formula to running a successful downtown staple for 44 years.
Like their sign says: “We were downtown when downtown wasn’t cool,” the Permian Basin Hamburger Company’s owner Dwaine Cox pegs their success on consistency and a loyal, repeat customer base.
“Good food, good customers, good repeat customers. We have a really good repeat business” he said, adding, “But I think it’s just because its consistent, you know? Just exactly like they remembered it because they were in here last week or 10 years ago… we don’t change.”
Over the years Cox has seen the landscape of downtown change. Cox’s advice to those seeking to make a go of it downtown? Be careful and find something that’s unique that will bring others downtown.
“I advise them to be very careful,” he said before letting out a big laugh. “Pick something that’s unique and would get people to come downtown because they’re not gonna come down here unless you’ve got something to attract them.”
Cox originally opened the restaurant in 1978 with his wife, Janette, who died in 2015, before quickly realizing that it takes more than just a small crew to run a small business. The restaurant’s popularity quickly grew, with locals lining up outside and around the corner. Cox believes it has everything to do with consistency.
Cox gestured behind the counter and said, “I do everything over there like I did the first day I opened. If you liked it the first day we opened, you’re gonna like it today.”
Cox isn’t the only one who believes the Permian Basin Hamburger Company is consistent, husband and wife Zane and Courtney Digby are both long-time customers and have been visiting the downtown staple for nearly 20 years, ever since they were kids.
“I came here when I was little,” Zane Digby said.
His wife agreed, saying they still visit often. “Just more as adults because we can choose it,” she said.
The consistency is what brings them back. “It’s the same burger every time we come,” Zane Digby added.
Cox said he does make a recommendation for any new customer: “The chili cheeseburger is our most popular, but there’s nothing bad up there (on the menu).”
The restaurant is located at 520 N. Grant Ave. and is open for business 11 a.m.-2 p.m., Monday through Friday.
