Iconic South Congress store opened Wednesday, December 4
Today, H-E-B opened the doors to its all new SoCo (South Congress) H-E-B, located at 2400 S. Congress Avenue. The grand opening follows a complete rebuild of H-E-B’s longest-standing Austin location, which makes the new store more than double the size of the original location’s most recent footprint.
At over 145,000 square feet, the multi-level store includes a True Texas BBQ at ground level with indoor and outdoor dining, a second level with a large assortment of products, and three levels of above-ground parking with 500 spaces. Customers will find all the convenient services, quality products and low prices they expect from H-E-B.
“After more than six decades of serving the South Congress and Oltorf communities, we are proud to offer our loyal customers a brand-new store filled with H-E-B favorites along with new amenities and features tailored to the area,” said Cathy Harm, H-E-B Senior Vice President, Central Texas region. “This is an iconic location, and this project reflects our commitment to preserving the heart of our long-time store while creating a meaningful space that will better serve the community for years to come.”
In 1944, H-E-B opened its first store on South Congress down the road from its current location. The H-E-B at 2400 S. Congress Avenue opened in 1957. The 25,000-square-foot store received several upgrades over the years and was later expanded to 69,000 square feet. Demolition of the former store began in February 2022. During construction, H-E-B opened a temporary location at the nearby Twin Oaks Shopping Center to serve customers during the construction period.
Austin 8 Historical Timeline
The new SoCo H-E-B has distinctive features such as H-E-B Curbside and Home Delivery, which allows customers to shop online and pick up at the store or schedule delivery to their homes, full-service H-E-B Pharmacy with a drive-thru, and a Beer & Wine department with the largest wine selection in the company. The True Texas BBQ restaurant has indoor and outdoor seating for dining, which includes covered outdoor seating along East Oltorf St.
Additional store highlights include:
- Full-service Bakery and Tortilleria that offers a wide selection of artisan breads, fresh tortillas made in house, large varieties of decadent desserts, pastries, and cakes.
- Deli featuring a wide variety of cheese and made in-store charcuterie boards, party trays for all your entertainment needs.
- Sushiya department, offering fresh, in-store made sushi and hot Asian grill selections, including fried rice and noodle bowls.
- From pre-made ready-to-eat entrees, sides, and appetizers for all dietary choices, a great dish is deliciously easy with H‑E‑B Meal Simple. Each chef‑inspired meal is packed with flavor and ready to serve in minutes.
- Cooking Connection for those who cook at home and those who want to explore the world of food, our Culinary Chefs make food fun and easy to share with family.
- Produce section with large organic and Texas-grown selections, including fresh squeezed juices, and freshly made guacamole along with pre-cut fruit and vegetable trays.
- Fresh Seafood Market, including full-service seafood counter with a fresh assortment from around the world, delivered seven days a week.
- Fresh Meat Market offers natural, prime and wagyu meat cut in-store by certified meat cutters, as well as 100% pure beef ground in-store daily.
- As the #1 Beer and Wine retailer in Texas, the store has extensive craft beer offerings with 800 different beers and the company’s largest wine assortment with more than 3,000 bottles of wine from Texas to around the world. Customers can also visit with our certified Wine Steward to sample our favorite wines, to create the perfect pairing, or plan their next party.
- H-E-B Flower Bar with seasonal bouquets and arrangements and floral décor items, offering online ordering and delivery service.
- Healthy Living department featuring bulk food bins dispensing nuts, grains, dried fruits, and snack mixes, a robust selection of vitamins, sports nutrition and natural beauty products.
- Expansive selections in Grocery and General Merchandise departments such as dairy, frozen foods, baby, and seasonal.
- Beauty department with a wide selection of cosmetics and other beauty essentials
- Pet Food selection featuring Heritage Ranch by H-E-B pet food, where 1 percent of sales from the product line supports Texas animal shelters, as well as fun toys and treats for all your furry friend’s needs.
- Customers can get additional saving by shopping with the H-E-B Debit Card and H-E-B Credit Card, which gives 5% cash back on qualifying H-E-B brand products as well as other perks and benefits
The new SoCo H-E-B has distinctive features such as H-E-B Curbside and Home Delivery, which allows customers to shop online and pick up at the store or schedule delivery to their homes, full-service H-E-B Pharmacy with a drive-thru, and a Beer & Wine department with the largest wine selection in the company. The True Texas BBQ restaurant has indoor and outdoor seating for dining, which includes covered outdoor seating along East Oltorf St.
Additional store highlights include:
- Full-service Bakery and Tortilleria that offers a wide selection of artisan breads, fresh tortillas made in house, large varieties of decadent desserts, pastries, and cakes.
- Deli featuring a wide variety of cheese and made in-store charcuterie boards, party trays for all your entertainment needs.
- Sushiya department, offering fresh, in-store made sushi and hot Asian grill selections, including fried rice and noodle bowls.
- From pre-made ready-to-eat entrees, sides, and appetizers for all dietary choices, a great dish is deliciously easy with H‑E‑B Meal Simple. Each chef‑inspired meal is packed with flavor and ready to serve in minutes.
- Cooking Connection for those who cook at home and those who want to explore the world of food, our Culinary Chefs make food fun and easy to share with family.
- Produce section with large organic and Texas-grown selections, including fresh squeezed juices, and freshly made guacamole along with pre-cut fruit and vegetable trays.
- Fresh Seafood Market, including full-service seafood counter with a fresh assortment from around the world, delivered seven days a week.
- Fresh Meat Market offers natural, prime and wagyu meat cut in-store by certified meat cutters, as well as 100% pure beef ground in-store daily.
- As the #1 Beer and Wine retailer in Texas, the store has extensive craft beer offerings with 800 different beers and the company’s largest wine assortment with more than 3,000 bottles of wine from Texas to around the world. Customers can also visit with our certified Wine Steward to sample our favorite wines, to create the perfect pairing, or plan their next party.
- H-E-B Flower Bar with seasonal bouquets and arrangements and floral décor items, offering online ordering and delivery service.
To celebrate the store’s longtime South Congress roots and Austin’s vibrant art scene, H-E-B commissioned several art installations throughout the store, which range from murals to sculptures. The installations, created by Texas artists Dana Tanamachi, Los Otros, Texas Metal, and Tara Johnston, as well as the H-E-B Design team, showcase this community’s heritage. Deeply committed to supporting arts and culture initiatives throughout the state, H-E-B has included art installations as an engaging element to several stores and work locations across the company.
Inside and out, the SoCo H-E-B has a distinctive overall design that was thoughtfully crafted to reflect and complement the heart of Austin and the surrounding South Congress community. The retailer also places an emphasis on environmental sustainability, incorporating a host of features including smart lighting, abundant natural light, CO2 refrigeration, plans for rooftop solar panels, and more.
As the largest privately held employer in Texas, H-E-B’s SoCo store employs about 600 Partners (employees), most of who are from the local area. All job opportunities can be found at H-E-B Careers.
Through its Spirit of Giving philosophy, H-E-B is passionately dedicated to its customers beyond its stores. For a total of $50,000, H-E-B commemorated the store’s grand reopening with $10,000 donations each to the Barton Springs Conservancy, Health Alliance for Austin Musicians, St. Edward’s University Food Pantry, Texas School for the Deaf, and St. Ignatius Martyr Church Food Pantry. These donations build upon the company’s support of organizations and public schools in the Austin area.
