H-E-B's Newest Store to Feature 1st Two-Story True Texas BBQ

122,000-square-foot location in New Braunfels, Texas, will also have the first Home by H-E-B department
New Braunfels, Texas, HEB
Photograph courtesy of H-E-B

Texas has its two step and now San Antonio-based H-E-B has a new 122,000-square-foot store that is the first to feature a two-story True Texas BBQ and Home by H-E-B department. The store in New Braunfels, Texas, is set to open April 29, according to local news outlets.

“We are thrilled to bring a new H-E-B store to New Braunfels, which introduces our customers to some exciting features and departments that are firsts for our company,” Julie Bedingfield, H-E-B public affairs manager, said in a statement. “With an enhanced in-store experience and commitment to top-quality service and selection, this new store is tailored to serve the needs of this growing community and provide our customers with the best we have to offer.”

H-E-B said the new store, which replaces a former location that opened in 1994, is situated on the same property on Walnut Avenue and is about 40,000 square feet larger. H-E-B operates three stores in New Braunfels. This newest store will be open seven days a week from 6 a.m. to 11 p.m. and employ more than 500 partners, adding about 150 new positions. 

The two-story True Texas BBQ, H-E-B’s barbecue restaurant that was named best barbecue chain in Texas by Texas Monthly and a top barbecue chain in the nation by Thrillist, will have indoor seating on both levels.

Celebrating another “two” milestone, the New Braunfels store will be the first to welcome Home by H-E-B,  with two brands in the department—Haven + Key and Texas Proud—featuring hundreds of items from home textiles and decor to furniture and accent pieces. H-E-B said it plans to open more Home by H-E-B departments inside additional locations throughout the year.

The new store will also have a larger H-E-B curbside area with more spots, as well as nearly 30 check stands featuring self-checkout registers. H-E-B Home Delivery will also be available at the store.

Additionally, it has a full-service scratch bakery; a tortilleria that offers a wide selection of artisanal breads baked fresh daily; a Sushiya offering hand-made sushi made in-store daily; a Meal Simple department with chef-inspired meals for simple meal planning; a healthy living department featuring bulk items and sports nutrition; a produce department with expanded organic and Texas-grown selections; a Blooms floral department with certified floral designers; and a large selection of craft and import beers and wines from around the world. 

The grocer said a full-service H-E-B Pharmacy drive-thru will be coming soon as well to this location.

In celebration of the store's grand opening, H-E-B said it will donate $10,000 each to McKenna Children’s Museum and Communities in Schools South Central Texas.


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