The third San Marcos H-E-B opened Oct. 7 at 1074 E. McCarty Lane, east of I-35. The 114,000-square-foot store broke ground on Nov. 4, 2025. H-E-B estimates the project represents a $53 million investment and created more than 400 jobs, about 212 full-time and 238 part-time.
The store offers pharmacy drive-thru service, curbside pickup with dedicated parking and home delivery. It is also the city's largest H-E-B and includes the city's first True Texas BBQ restaurant, according to the company. H-E-B plans to open a Fresh Bites convenience store with a fuel station and car wash at the location in spring 2027.
Jeff Martinez, general manager of the new store, said it reflects the community it serves. Kathy Ham, H-E-B senior vice president for the Central Texas region, said the company is proud to serve San Marcos.
San Marcos City Council adopted a resolution on May 7, 2024, to support tax incentives for grocery development. H-E-B applied for the city's incentive program before building the store. The city will provide a total tax rebate of about $2.2 million over five years. According to the Central Texas Food Bank, 17.8% of Hays County's overall population was identified as food insecure.