Episode 112: Nelson Monteith with Honest Mary's

Inspired by the trend of healthy menu options in quick-service dining, Nelson Monteith, founder and CEO of Austin, TX-based Honest Mary's, left the oil and gas industry to become a restaurant entrepreneur. Monteith’s confidence in Honest Mary’s was fueled by months visiting similar concepts in California and Florida, as well as researching the quick-service sector. However, he was not as confident in his ability to run the business.  ''I worked making smoothies as a teenager, but was unaware of the many moving pieces there are in the daily operations of a restaurant,” he says. “Committing to a lease and raising the necessary funds was a very big step, as was leaving my job.”

Naming the concept after his wife Mary, he launched the business in 2017 in a 2,500-square-foot space in Austin. In this episode, Monteith shares his experience in the startup phase to develop systems and operational consistency. Honest Mary's became known as the "Fresh, Healthy, Fast, & Affordable " alternative, serving a growing community of guests for lunch and dinner. 

With a menu focused on both signature and build-your-own grain bowls, Honest Mary's built a loyal following. Two and a half years after launching the first unit, Monteith opened the second location. He opened the third in 2023 and the fourth in 2024. 

Now, armed with a fresh seasonal menu program, community-focused marketing, and a strong management team, Honest Mary's is looking to expand outside of Austin. "We aren't interested in franchising but should open a company-operated location in Houston sometime late 2025," says Monteith.

With 40% of the restaurant's volume coming from online orders, car-side pick-up, and delivery, Honest Mary's successfully operates from small spaces with minimal staffing and opening costs. Says Monteith, “We think we are a concept built for today's market."