Iron Cactus doesn’t sit still; brand keeps evolving

Founderology Forum

Iron Cacus stopped frying in seed oil and Founder Gary Manley watched sales soar. The brand has two locations in Texas.

January 23, 2026 by Mandy Wolf Detwiler — Editor, Networld Media Group

Editor’s note: This is part 7 in a series featuring founders of restaurant concepts answering five questions about building their companies.

Iron Cactus is a Mexican restaurant with locations in downtown Austin, Texas and San Antonio’s Riverwalk. Its claim to fame is its fish tacos, fried in avocado oil instead of seed oils.

“The flavor is on another level. That one dish alone will show you the difference,” said Founder Gary Manley.

This is the story of Iron Cactus, told through five key moments from the Founder’s journey.

1. What is one thing you wish you had known before you began your Founder journey?

A: I wish I’d known just how much the industry would change over time, and how fast. When we opened in 1996, the game was different. These days, staying relevant means constantly adapting, whether that’s with trends like mocktails, seed oil-free cooking, or even where people get their news. You’ve got to evolve without losing what made you great to begin with.

2. What is your growth plan?

A: Right now, growth for us isn’t about opening more locations; it’s about deepening what we’re doing. We just completed the transition to 100% seed-oil-free cooking in Austin, and San Antonio followed right after. That was a massive undertaking, took months of sourcing and trial-and-error, but it’s made our food better and our brand stronger. So growth, for us, is about doing what we already do better, reaching a younger and more health-conscious audience, and owning that niche.

3. What has been the best decision you have made to date that accelerated the growth of your business?

A:Treating our managers as businessmen and women. Teaching them how to understand and impact a P&L. Sharing and showing them every number and why it matters. Then bonusing them on their financial results.

4. What is something we should know about your concept?

A: Iron Cactus is a 30-year-old Mexican restaurant, but we’re not stuck in the past. We’ve got a rooftop deck in Austin that overlooks 6th Street, and our San Antonio location is right on the Riverwalk. Tourists love us, but we’re not a tourist trap. We’ve won Taste of the Riverwalk seven years in a row, and we’re serious about food, service and staying ahead of what customers want. Now that includes health-forward dining, like avocado oil instead of seed oils and a growing mocktail menu.

5. What’s one piece of advice you would give a Founder who is trying to build a business to breakthrough?

A. Don’t wait for the industry to tell you what’s next; listen to your customers. Some of the best moves we’ve made have come from paying attention to what the younger generation actually wants. My sons were the ones pushing me to go seed-oil-free. At first, I hesitated, but it ended up being the smartest move we’ve made in years.

Want to participate in the Founders: Take 5? Send email to geline@kwoodpartners.com.

About Mandy Wolf Detwiler

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Mandy Wolf Detwiler is the managing editor at Networld Media Group and the site editor for PizzaMarketplace.com and QSRweb.com. She has more than 20 years’ experience covering food, people and places.
 
An award-winning print journalist, Mandy brings more than 20 years’ experience to Networld Media Group. She has spent nearly two decades covering the pizza industry, from independent pizzerias to multi-unit chains and every size business in between. Mandy has been featured on the Food Network and has won numerous awards for her coverage of the restaurant industry. She has an insatiable appetite for learning, and can tell you where to find the best slices in the country after spending 15 years traveling and eating pizza for a living. 

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