H-E-B is rebranding and updating its convenience stores from the inside out.
The Texas grocery powerhouse is transitioning its convenience stores to “H-E-B Fresh Bites,” part of a rebrand that will include an emphasis on providing customers with more fresh options such as produce, prepared food, and convenient meal options.
On April 17, the first H-E-B Fresh Bites opened at a new location adjacent to the H-E-B store in Leander, Texas. With the opening of the Leander store, H-E-B has 12 convenience stores throughout Texas. Starting this year, the company will update the layout of its remaining convenience stores to the H-E-B Fresh Bites model.
H-E-B Fresh Bites will offer customers an array of fresh options that go beyond offerings usually found at a traditional convenience store, according to the company. The stores will feature several refrigerated cases stocked with items such as fresh produce, salads, sandwiches, and sushi made daily, meat and cheese snacks, fresh juices, kombucha, and “meal simple” options.
Throughout the store, customers will find nutritious and wholesome products in addition to normal convenience offerings such as soft drink fountains, beer and wine, and other snacks. A self-checkout option will be available.
Many of the locations will also include a True Texas Tacos, an eatery concept that H-E-B launched in San Antonio in 2018. The concept features a menu of more than a dozen breakfast and specialty tacos, with the flour tortillas made in house.
“With the introduction of H-E-B Fresh Bites, we’re bringing the freshest products to our customers who on the go but want a better alternative to traditional convenience stores,” said Scott Campbell, H-E-B convenience store operations manager.
San Antonio-based H-E-B has more than 420 stores in Texas and Mexico. It added roughly 1.2 million square feet in 2022.
In February, the company opened 97,000-sq.-ft. location in the Lake Austin area of the Texas capital. The grocer’s first multi-level location in Austin, the store is packed with an array of features designed to make it a community gathering place as much as a retail destination. Customers can take in a view of Lake Auston from the store’s two-story porch, visit a full bar with indoor and outdoor seating and a coffee shop serving handmade breakfast tacos.
[Read More: Check out H-E-B’s new multi-level store in Austin]