H-E-B has opened its third store in San Marcos, Texas, a 114,000-square-foot location at I-35 and McCarty Lane that includes the city’s first True Texas BBQ restaurant. More than 1,000 community members attended the Oct. 7 grand opening, with the first customers lining up as early as 6 p.m. the night before.
The store offers a pharmacy with drive-thru service, curbside pickup with dedicated parking spaces and home delivery.
“This new store allows us to better serve our customers in the San Marcos community,” said Cathy Harm, senior VP of H-E-B’s Central Texas region. “They have shown their support for many years, and our Partners are eager to serve our customers with the quality service and expansive product selections they expect from H-E-B.”
The True Texas BBQ restaurant features indoor seating and drive-thru service, serving all-natural meats smoked in-house over Texas oak wood with sides such as brisket beans, creamed corn and homestyle potato salad. H-E-B operates more than 50 True Texas BBQ locations statewide. Beginning in November, the restaurant will host live music every second Saturday from 11 a.m.-1 p.m. through the retailer’s True Texas Tunes programming and partnership with H.O.M.E.
Store features
Highlights include H-E-B Meal Simple chef-inspired meals prepared in store; a Sushiya department with sushi made daily and an Asian grill; Mi Tienda tamales hand-wrapped in corn husks; a bakery with artisan breads and tortillas made in-
store daily; a deli with a charcuterie island; a meat market with Prime, natural, organic, Wagyu and fully cooked options; produce with organic and Texas-grown selections; a craft beer and wine department with a sampling station; a Healthy Living department; a pet department featuring Heritage Ranch by H-E-B; and H-E-B Texas Backyard for live plants and gardening needs.
A convenience store with fuel station and car wash is under construction at the site and expected to open in spring 2027.
Through its Spirit of Giving philosophy, H-E-B donated $30,000 to local organizations, with $10,000 each going to the San Marcos Education Foundation, Hays County Food Bank and the Meadows Center for Water and the Environment. Through its Trees for Texans initiative, the retailer also is partnering with Texan by Nature to provide $20,000 in trees and irrigation support to San Marcos High School, with planting scheduled for spring 2027.
San Antonio-based H-E-B, with sales of more than $50 billion, operates 460 stores in Texas and Mexico and also runs the Joe V’s Smart Shop, Central Market and Mi Tienda formats, along with Favor Delivery.