The Domain's Newest Restaurants Keep Coming From the Same Company

If you've eaten at Haywire, had a glass of wine at Sixty Vines, or gone through a basket of chips at Mexican Sugar, you've technically eaten at three different restaurants owned by the same company. That company is FB Society, a Dallas-based hospitality group, and over the past year and a half it has quietly claimed some of the highest-visibility real estate in Domain NORTHSIDE, including the space once occupied by a national pop-up attraction that drew Instagram crowds for four years straight. If you live in Great Hills or anywhere within walking distance of Rock Rose, this is worth knowing, because it explains why that end of the property keeps feeling less like a shopping center and more like a restaurant row.

One Group, Three Restaurants, One Stretch of Rock Rose

Haywire was first. The Texas-themed restaurant and whiskey bar opened in March 2025 at 11501 Rock Rose Ave, a multi-level, 13,000-square-foot space that marked the brand's fifth location after Plano, Uptown Dallas, Houston's Memorial City and San Antonio. Sixty Vines, another FB Society concept, already had a presence in the same stretch of The Domain and Domain NORTHSIDE. Both are run under CEO Jack Gibbons, whose company also built Velvet Taco and Whiskey Cake into recognizable Texas brands before bringing them here.

Then, this March, FB Society opened its third concept in the same corner of the property. Mexican Sugar took over the space at 11506 Century Oaks Terrace that had belonged to the Museum of Ice Cream, the traveling pop-up known for its sprinkle pool and Instagram-built crowds, which had occupied the spot for four years before its lease wasn't renewed. Mexican Sugar's build-out is not small: a nearly 11,000-square-foot dining room with custom lighting from metal artist Rae Ripple and a mural by Austin artist Ruben Esquivel, a 1,770-square-foot patio, seating for roughly 330 guests, and an agave program built around more than 100 tequilas, mezcals and sotols. That is a serious commitment to one company's third bet on the same few blocks.

The Next Swap Is Already Signed

FB Society isn't the only one placing restaurant bets here. Across the property, the former Microsoft Store space is under a signed lease with Moxies, a Canadian restaurant, bar and lounge chain known for crab cakes, potstickers, steak and pasta, plus a weekly happy hour with half-priced wine bottles on Wednesdays. That opening is planned for 2027, which means the storefront has already sat vacant of retail for longer than most tenants would tolerate, on the bet that a restaurant is worth the wait. Domain NORTHSIDE is also expecting Baldinucci Pizza Romana, a Roman-style pizza al taglio concept made with imported Italian flour, according to reporting earlier this year. No opening date has been confirmed yet, but the lease itself tells you which category of tenant the property is prioritizing.

Even the Non-Restaurant Openings Aren't Really Retail

Earlier this year, The Domain's own announcement of new tenants named five businesses that had just launched: Game Show Battle Rooms, Eterna Jewels, Malbon, Toastique and Wa Salon. On paper, three of those count as retail. In practice, look at what they actually sell. Game Show Battle Rooms is a live, immersive entertainment format where groups compete in private arenas, not a store you browse. Malbon sells golf-lifestyle apparel built around a brand identity, and Toastique is a fast-casual counter for gourmet toast and cold-pressed juice. Wa Salon is a service business. Only Eterna Jewels functions like traditional mall retail.

Compare that to what The Domain's original core still leans on. The mall side of the property is anchored by Neiman Marcus, Macy's, Dillard's and Dick's Sporting Goods, with boutiques like David Yurman, Louis Vuitton, Ralph Lauren and Tiffany & Co. rounding it out. That's the department-store model The Domain built its name on, and it hasn't gone anywhere. What's changed is where the newest energy is landing, and it isn't there. It's on the Rock Rose side, where Domain NORTHSIDE already carries Apple, Nordstrom, Peloton, Sephora, SoulCycle and CB2 alongside a restaurant row that includes Culinary Dropout, Flower Child, Perry's Steakhouse, Taverna, Second Bar + Kitchen and Bakery Lorraine.

What's Free on the Lawn

If you already live nearby, the part of this shift you'll actually use most isn't any single restaurant. It's what's happening on the grass. Century Oaks Park hosts live performances by local musicians most weekends, and it costs nothing to show up. That kind of programming only works because the surrounding blocks now have enough restaurants and patios that a Saturday evening there doesn't require driving anywhere else first.

What This Means If You're Already Here

None of this requires you to do anything. You don't need to track a 2027 opening date or learn who owns which lease. What it does mean is that the assumption a lot of people still carry about The Domain, that it's a place you go to shop and maybe grab lunch on the way out, is increasingly out of date for the Rock Rose side of the property. One company has now placed three of its restaurants within a few blocks of each other there, a national attraction lost its lease to make room for a fourth, and the space that used to sell laptops is waiting on a lounge instead of a new retailer.

If you're the kind of person who already treats The Domain as an extension of your own neighborhood, that's good news. More restaurant seats and more free evening programming at Century Oaks Park means more reasons to walk over instead of driving somewhere else. If you haven't been by since the sprinkle pool closed, Mexican Sugar's patio and agave list are a shorter trip than you probably think.

For a closer look at what makes The Domain and the surrounding Great Hills area work day to day, Ellevé Property Group keeps an updated neighborhood guide with the details that matter to people who already call this part of Austin home. Browse the full Domain neighborhood guide, and if you want restaurant openings and neighborhood updates like this delivered as they happen, our weekly newsletter covers it before most people notice the storefront has changed. Ready to talk about what's next, whether that's your own home search or just a standing dinner reservation? Start Your Elevated Experience with our team.