In 2007, the Texas State Legislature declared Friona the "Cheeseburger Capital of Texas". The city began holding the "Cheeseburger Cook-Off and Festival" in 2006. Aside from this annual event, there are only 3 fast food locations at which you can actually order a cheeseburger in Friona. These locations consist of the “Tasty Cream”, "Dairy Queen, and “Fast Stop”.
The city motto is "The Biggest Small Town in Texas."