At Counter Culture, patrons can dine on nachos or a cold noodle bowl. (Courtesy Counter Culture)
Susan Davis, founder of Counter Culture, isn’t new to bringing vegan eats to Austinites. From starting out with a food truck in 2009 to opening a permanent brick-and-mortar in 2026, she’s been at it for the last 17 years.
The backstory
Davis entered the culinary world after having a career in photography. She made the switch from cameras to cooking in order to get out from behind a desk and incorporate activism into her work. Davis has been eating a vegan diet for nearly 25 years with a passion for knowing where food comes from and its environmental impacts.
“We all need to eat daily,” Davis said. “It's the one thing we all have in common. So, I thought I would try to make a positive change in the world by feeding people plant-based food.”
Inspired by the desire to expand plant-based dining options in Austin, Davis launched the first iteration of Counter Culture in 2009. She opened an Austin-based food truck, serving as the restaurant’s only employee for the first nine months.
“I had worked in a lot of restaurants, but owning your own is just different,” Davis explained. “So, it was a great stepping stone before my brick-and-mortar.”
After owning the food trailer for over two years, Davis opened her mainstay location in 2012 in East Austin. She was there for 11 years before taking a temporary hiatus in 2023 to purchase property for a permanent location.
The Counter Culture interior is inspired by early 1960s diners, Davis said. (Courtesy Counter Culture)
Davis worked with Richard Weiss of Weiss Architecture, who also designed Austin staples like Alamo Drafthouse Cinema, Kerbey Lane Cafe and Komé. Davis wanted the space to feel like a late-60s diner, and, above all, she wanted the space to feel fun.
“I want to have fun,” Davis said. “People think of vegan [food] as kind of drab or hippie or everything's green and I want it to just be food.”
Counter Culture's nachos are crafted with totopos, house-made queso, quinoa chorizo, tomatoes, cabbage and avocado cilantro lime sauce ($12).(Courtesy Counter Culture)
On the menu
Diners can expect to see menu items like the Asian BBQ seitan skewers served over a bed of slaw. Counter Culture also serves up a tempeh Reuben sandwich, baked cashew mac’n’cheeze and jalapeno artichoke dip.
Davis’ favorite items include the jackfruit quesadilla made with slow-cooked barbecue sauce, jackfruit and kidney beans on a locally made tortilla with cashew cheese, onions, pickles and a drizzle of avocado cilantro lime sauce. Davis also recently added a buttermilk pie with strawberry sauce to the menu—something she found difficult to order elsewhere as a vegan.
The drink menu
Counter Culture has a full bar, stocked with beer, wine and specialty cocktails. Customers can order each drink as a mocktail, with the option to add an alcoholic spirit to the beverage. Davis’ favorite is the Zevia Grape Soda gimlet with frozen grapes.
“I want to normalize mocktails,” Davis said. “So, our menu actually…looks like all mocktails, but then there's an add-on of alcohol.”
Havens Construction and Weiss Architecture transformed the permenant Counter Culture location into a mid-century-inspired vegan diner, Davis said. (Courtesy Counter Culture)
Stay tuned
Counter Culture is still ramping up to full-scale operations, Davis explained. She expects the restaurant to expand its operating hours in late September to feature lunch, and again in early October to serve brunch. Davis also plans to add new menu items in the future.
“I just want to be considered a neighborhood bar and restaurant where anyone could come in,” Davis said.
