H-E-B inaugurated its third outlet in San Marcos, Texas, introducing the municipality’s inaugural True Texas BBQ eatery. The 114,000-sq ft facility situated at the intersection of I-35 and McCarty Lane attracted over 1,000 locals for the October 7 opening ceremony, with patrons beginning to queue at 6 p.m. on the preceding evening.
Services and Features
The new premises house a pharmacy offering a drive-through lane, a curbside-pickup system with reserved parking spots, and options for home delivery. The on-site True Texas BBQ venue provides both indoor tables and a drive-through window, preparing all-natural cuts that are smoked on-site using Texas oak, accompanied by sides such as brisket beans, creamed corn and homestyle potato salad.
Across Texas, H-E-B runs in excess of 50 True Texas BBQ sites. Starting in November, the San Marcos restaurant will feature live performances each second Saturday between 11 a.m. and 1 p.m., as part of the chain’s True Texas Tunes series in collaboration with H.O.M.E.
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Plans are underway to add a convenience market with gasoline pumps and an automated car wash on the property, slated to begin operations in spring 2027.
Cathy Harm, senior vice president for H-E-B’s Central Texas division, said the outlet enhances the chain’s ability to meet the needs of San Marcos shoppers. She added, “This new store allows us to better serve our customers in the San Marcos community,” and continued, “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.”
Through its Spirit of Giving program, H-E-B contributed a total of $30,000 to community groups, allocating $10,000 each to the San Marcos Education Foundation, the Hays County Food Bank and the Meadows Center for Water and the Environment. In addition, the retailer’s Trees for Texans campaign teams up with Texan by Nature to supply $20,000 worth of trees and irrigation assistance for San Marcos High School.