Support Us Button Widget
Business

Inside the new H-E-B on South Congress Avenue

The Texas grocer’s oldest location in Austin is now a shiny, new gem in the Violet Crown.

December 4, 2024 • 
Morgan O’Neal, Laura Figi
A modern H-E-B grocery store entrance with a large red "H-E-B" logo prominently displayed at the top. The building features tall glass windows, a red awning with "WELCOME" written in bold letters, and multiple glass doors. The exterior includes a wide concrete staircase with railings and a decorated barricade showcasing festive designs at the bottom right corner. The sky above is partly cloudy, reflecting in the glass windows.

“Here, everything’s better” has never rung more true.

Photo by ATXtoday

There’s a new H-E-B on the block — of South Congress Avenue and West Oltorf Street, that is.

After nearly three years of construction, the new 145,000-sqft grocery store opened at 2400 S. Congress Ave. on Wednesday, Dec. 4. It replaced the city’s first-ever H-E-B location, which opened in 1957 at just 25,000 sqft.

A mural on a wall inside the new H-E-B that reads "Hey, Austin" in capital letters. The design is groovy and 70s-inspired, with colorful flowers, fruits and vegetables painted around the words.

Hey back, H-E-B.

Photo by ATXtoday

Hundreds of Austinites flocked inside at 6 a.m. for its grand opening, which featured a performance by UT Austin cheerleaders, confetti, live music, and giveaways.

Rows of checkout lanes at the new H-E-B on South Congress Avenue. Holiday-themed and birthday balloons float over each lane, which are stocked with drinks and snacks.

More than 600 employees will work at the new H-E-B.

Photo by ATXtoday

Here’s what’s in store (literally):

  • A True Texas barbecue restaurant with indoor + outdoor dining
  • The largest selection of wine in any H-E-B store
  • A heart-shaped H-E-B sign made with the old store’s outdoor sign
  • Live cooking demonstrations + samplings
  • Tons of local artwork celebrating the spirit of south Austin

That’s not all — learn more about the newest H-E-B.

More from ATXtoday
ATX_CapMetroFools
Culture
April Fools’ pranks in Austin that we almost fell for
We’ve got some jokers in the Capital City, and these pranks from local businesses almost had us fooled.
April 1, 2026
 · 
Laura Figi
A bottle of Desert Door sotol on the rocky ground next to a golden easter egg and a spiky plant.
Events
Try This: Adult Easter egg hunts in Austin
Who says the kids should have all the fun? Here are four Easter egg hunts where everybunny 21 and up can relive the nostalgia.
March 31, 2026
 · 
Laura Figi
Thousands of people gathered at Zilker Park, flying kites, in front of the Austin Skyline.
Events
Plan Ahead: Don’t miss these events happening in Austin
Bookmark this guide for a curated list of events taking place each month that we’re most looking forward to.
March 30, 2026
 · 
Laura Figi
ATX_ParamountSXSW.JPG
City
ATXtoday’s takeaways from SXSW 2026
The momentous 40th anniversary of the festival brought hundreds of celebrities, dozens of premieres, thousands of steps, and some key messages to ATX in 2026.
March 26, 2026
 · 
Laura Figi
ATX_ParkerScott
Business
Local love: ATXtoday’s growing guide to reader-recommended small businesses
Help us create a growing guide to small businesses by submitting your favorite local makers, restaurants, and professionals, and sharing this page with a friend.
March 25, 2026
 · 
Laura Figi
ATXtoday-Sherwood-Forest-Faire-Washing-Well-Wenches-March-2025.jpg
Travel and Outdoors
Escape the city (and the 21st century) at Sherwood Forest Faire
Experience jousting, live performances, artisan markets, and feasts every weekend through Sunday, April 19.
March 25, 2026
 · 
Morgan O’Neal
A yellow little free library outside of the flagship Kendra Scott store.
Business
Meet the Austin founders on Inc.’s 2026 Female Founders 500
This year’s national list includes 14 entrepreneurs behind local companies — from dating apps to jewelry to nutrition.
March 23, 2026
 · 
Laura Figi
A turquoise wall at ONETACO features a framed photo of Guy Fieri on the left and a stencil-style graffiti portrait of him in blue and yellow on the right. The graffiti includes his signature, the phrase "Guy Fieri was here," and the Food Network logo. Below the artwork is a red-walled hallway lined with framed sports jerseys.
Food
14 hot spots where celebrities like to eat and party in Austin
We know Austin has an exquisite culinary scene, and apparently celebrities do too, because they’re all over town visiting the city’s famous restaurants and hidden gems.
March 19, 2026
 · 
Laura Figi
ATX_LuckPotluckWillieNelsonPerformance2026
Culture
Inside the annual Potluck dinner, fundraiser, and concert at Luck Ranch
Warning: Setting foot on Lunch Ranch may make you want to never leave.
March 18, 2026
 · 
Laura Figi
A table set at an outdoor restaurant with a bowl of whipped cheese topped with diced tomatoes, herbs, and nuts, accompanied by pieces of toasted flatbread. Three cocktails are in the background: a pale yellow drink in a wine glass with a sprig of thyme, a dark espresso martini in a coupe glass, and a pink beverage in a tall glass with a black straw. The setting features wicker chairs, a potted plant, and natural light streaming through open windows.
Play
40+ great brunch restaurants to try in Austin
Check out these brunch restaurants, cafes, and diners in town, serving a variety of egg dishes, mimosas, micheladas, and more.
March 17, 2026
 · 
Laura Figi