San Marcos welcomes third H-E-B location; first True Texas BBQ restaurant

By Jolee Gavito and Kira Utter

News Reporters

SAN MARCOS – H-E-B opened its third location in San Marcos, including the city’s first True Texas BBQ restaurant, on the corner of McCarty Lane and I-35 this last Wednesday, Oct. 7.

The 114,000-square-foot grocery store is the largest of the other two locations in San Marcos. A projected number of over a thousand customers wrapped around the front end of the store, waiting in line to experience San Marcos #03.

Some customers began to line up at 6 p.m. on Tuesday evening, eager to be first in the new store. Some even camped inside their vehicles in the parking lot as they waited for the grand opening. The first 250 customers in line were gifted “swag bags” filled with various H-E-B-branded products and goodies.

Grand opening festivities began at 4 a.m. with complimentary coffee, food and merchandise. There were also featured performances from a DJ and the San Marcos High School Drumline, Diamond Line and Mariachi band.

The opening also attracted TikTok influencer Luis Dominguez, also known as LuistheLiving, who gained his internet fame from reviewing restaurants in San Marcos.

“The vibes were insane this morning,” said Dominguez. “I don’t think I’ve ever been that hyped at 4:30 in the morning.”

Inside the store is San Marcos’ first True Texas BBQ restaurant, where they serve all-natural meats smoked in-house over Texas oakwood and classic Texas dishes such as creamed corn, homestyle potato salad, brisket beans and more. The location has indoor seating and a drive-thru service.

True Texas BBQ also plans to feature musical entertainment inside the restaurant every second Saturday of the month from 11 a.m. to 1 p.m., as a part of its ongoing True Texas Tunes program and in partnership with Housing Opportunities for Musicians and Entertainers (HOME).

Tamra Jones, the public affairs manager for H-E-B, said she is excited to continue to serve the San Marcos community.

“No other store in this area has a True Texas BBQ,” said Jones.

“We have a little bit of everything at this store, everything the customer expects and more.”

San Marcos #03 also comes with a Sushiya, Blooms floral department, pharmacy, meat market, deli and curbside delivery. This is H-E-B’s eighth store to open in 2026.

H-E-B donated $10,000 each to the San Marcos Education Foundation, Hays County Food Bank and the Meadows Center for Water and the Environment– local organizations that serve the San Marcos community– to commemorate the event.

The Texas company also partnered with Texan by Nature to provide $20,000 for planting trees and providing irrigation support to San Marcos High School.

H-E-B plans on opening a convenience store with a fuel station and car wash at the McCarty location, and is expected to open in spring 2027, according to a press release by H-E-B Newsroom.

“I think it’s going to be easier for people to go to their local H-E-B, instead of driving twenty minutes across town,” said Dominguez. “Now you have options, which is great.”

H-E-B, San Marcos #03, is located at 1074 E McCarty Lane, San Marcos, TX 78666, and is open every day from 6 a.m. to 11 p.m.