Inside H-E-B's Rebranded C-Store
San Antonio-based regional grocer H-E-B is giving a new look and name to its convenience stores. Named “H-E-B Fresh Bites,” the updated c-stores provide gas as well as fresh options such as produce, prepared food and convenient meal options.
On April 17, the first H-E-B Fresh Bites opened at adjacent to an H-E-B store in Leander, Texas. With this location, which also offers the company’s second True Texas Tacos restaurant, H-E-B now has 12 c-stores throughout the Lone Star State.
Another H-E-B convenience store in Lytle, Texas, is undergoing renovations and will introduce the Fresh Bites brand in the coming weeks, according to a media release. That location, which remains operational during renovations, also will include a True Texas Tacos restaurant.
This year, H-E-B plans to continue updating the layout of the remaining convenience stores. No plans or timelines have been set for those updates.
H-E-B says the Fresh Bites layout offers and elevates an array of on-the-go fresh options that go beyond what’s usually found at a traditional convenience store. These locations will feature several refrigerated cases stocked with items such as fresh produce, salads, sandwiches and sushi made daily, as well as meat and cheese snacks, fresh juices, kombucha and Meal Simple private-label options.
The store also elevates “nutritious and wholesome” products, including H-E-B Select Ingredients items in addition to normal convenience offerings such as soft drink fountains, beer and wine, and other snacks.
“At H-E-B, we’re always looking to provide Texans convenient ways to get their hands on quality, fresh foods that are good for them,” Scott Campbell, H-E-B convenience store operations manager, said in the release. “With the introduction of H-E-B Fresh Bites, we’re bringing the freshest products to our customers who are on the go but want a better alternative to traditional convenience store snacks.”
The True Texas Tacos concept, which H-E-B launched in San Antonio in 2018, showcases a menu of more than a dozen breakfast and specialty tacos as well as a salsa bar. Tacos range from traditional Tex-Mex offerings, such as bacon & egg and bean & cheese to specialty bites such as barbacoa and chopped Texas brisket. All flour tortillas are made in-house and corn tortillas are available upon request.