(please read all notes for clarity)
A thought just came to me -- maybe have logo look like the ending of a "branding iron"
Simple (not busy), elegant , clean lines, Hip...(could even be a bit whimsical)
"Joe" should be the largest element, "Fresh" smallest (maybe laying over top left of "Tex-mex"--indicating Fresh/quality ingredients) -- "Tex-Mex" prominent.. in-between in size relative to other words
Like to incorporate The State of Texas somehow (outline of state?, downplay/ignore mexico), then incorporate an element or two of Texas(e.g. Cowboy hat, Cactus, Longhorns,Star of Texas, cowboy hat or boots/spurs, etc)