The newest H‑E‑B in San Marcos opened its doors on Oct. 7, bringing a 114,000‑square‑foot full‑service grocery store to the east side of I‑35 and the city’s south side. The development, which broke ground on Nov. 4, 2025, represents an estimated $53 million capital investment and creates more than 400 jobs – roughly 212 full‑time positions and 238 part‑time roles.
Community‑focused design
“H‑E‑B is built to reflect the community it serves, and this store is no exception,” said Jeff Martinez, general manager of the new location. “We’ve gone all out for you, bringing together fresh food, quality products and convenient services you know and love from H‑E‑B.” The store also houses the city’s first True Texas BBQ restaurant, offering all‑natural meats smoked over Texas oak and classic sides such as brisket beans, creamed corn, and homestyle potato salad.
Economic impact
Mayor Jane Hughson highlighted the broader economic benefits, noting that the city will receive an estimated $5.5 million in sales and property taxes over the next five years, while the incentive program provides H‑E‑B with roughly $2.2 million in tax rebates. “We could use several more grocery stores across our city. The incentive offer is still open,” Hughson said.
In addition to the grocery operation, H‑E‑B plans to open a Fresh Bites convenience store at the same site in spring 2027, which will include a fuel station and car wash, further expanding local retail options.
Addressing food‑insecurity
San Marcos City Council has long recognized the need for more grocery choices. A May 7, 2024 resolution adopted tax incentives for grocery‑store development, aiming to reduce the distance low‑income residents must travel for SNAP‑authorized retailers. In Hays County, 20.3 % of children and 17.8 % of the overall population are identified as food insecure, according to the Central Texas Food Bank. The new H‑E‑B directly addresses these challenges for residents east of I‑35.
Local partnerships and philanthropy
During the ribbon‑cutting on Oct. 6, 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 at Texas State University. The company also pledged $20,000 toward planting native trees at San Marcos High School as part of its Trees for Texans initiative, with planting scheduled for spring 2027.
Mayor Hughson praised the retailer, stating, “H‑E‑B is a strong Texas company with community values. They are here with what we need, when we need it, to support a community event or help us deal with a natural disaster.”
Future growth in the area
The McCarty Lane site sits in a rapidly developing part of town. Upcoming projects include a Home Depot slated for 2027 and a Rooms To Go store projected for late 2027, signaling continued commercial expansion. A traffic impact analysis anticipates increased vehicle flow, recommending new turn lanes and re‑striped roads at the intersection to mitigate congestion.
Overall, the new H‑E‑B store strengthens San Marcos’ economy, expands job opportunities, and provides essential grocery access to a growing community that has long needed more options.
Original reporting: Community Impact — Austin — read the source article.
