H-E-B opens third San Marcos location with first True Texas BBQ

H-E-B has opened its third location in San Marcos, Texas, at the intersection of I-35 and McCarty Lane. The 114,000-square-foot facility features the city’s first True Texas BBQ restaurant, which serves meats smoked in-house over Texas oak wood.

More than 1,000 people attended the grand opening on October 7. The new store includes various specialized departments such as a pharmacy with a drive-through, a sushi bar, a Healthy Living section, a beer and wine tasting station, and a bakery. The retailer also provides curbside pickup and home delivery services.

Future expansions at the site are planned for spring 2027, including a convenience store, fuel station, and car wash. Additionally, the True Texas BBQ restaurant will host live music on the second Saturday of every month starting in November through a partnership with H.O.M.E. (Housing Opportunities for Musicians and Entertainers).