Jorge Cortez was instantly recognizable for his white hat, guayabera and red apron. Credit: Courtesy Photo / La Familia Cortez Restaurants

Jorge Cortez, the patriarch of La Familia Cortez Restaurants, including Market Square landmark Mi Tierra, died Monday at the age of 81, officials with the business said.

The restaurant group didn’t reveal Cortez’s cause of death but said he was surrounded by family members at the time of his passing.

Cortez is frequently credited for being the first restaurateur to serve fajitas on a sizzling platter — a practice that’s since become standard for Mexican restaurants across the country. He also oversaw the creation of the colorful murals and decor that are a longtime Mi Tierra hallmark.

As a patron of the arts, Cortez also played a key role in the creation of downtown San Antonio’s Zona Cultural and championed the late artist Jesse Treviño’s towering mural at Christus Santa Rosa Hospital.

A recognizable figure in an ever-present white hat, guayabera and red apron, Cortez oversaw the expansion of Mi Tierra, which opened in the 1940s, into one of the city’s most formidable restaurant groups. The family also operates downtown’s La Margarita, Pico De Gallo and Mariachi Bar in addition to Mi Familia at the Rim.

“Jorge was not only an inspirational figure in our family of restaurants but also a cherished mentor to many,” the Cortez family said in a written statement. “His dedication to hospitality went beyond serving our guests; he was devoted to uplifting team members across every level of the organization, welcoming all as part of his extended family. His support and guidance shaped countless careers, and his unique leadership style — anchored in faith and vision— set the standard for what it means to lead with heart.”

The Cortez family said it will share details on memorial arrangements in the coming days.

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This article appears in Oct 30 – Nov 5, 2024.

Sanford Nowlin is editor-in-chief of the San Antonio Current. He holds degrees from Trinity University and the University of Texas at San Antonio, and his work has been featured in Salon, Alternet, Creative...