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
A vibrant concert stage illuminated with neon blue, pink, and red lights, featuring a futuristic spaceship-inspired design. A large disco ball resembling a planet with rings hangs in the center, surrounded by a backdrop of glowing lines and space-themed visuals. Performers and musicians are on stage, dressed in colorful outfits, engaging with the crowd. Audience members can be seen in the foreground, capturing the moment with their phones. The atmosphere is lively and electrifying.
Play
70 upcoming concerts in Austin
From pop princesses to chart-topping bands, there’s no shortage of shows to see this year in the Live Music Capital of the World.
January 20, 2026
 · 
Laura Figi
A close-up of food at Citizen Eatery
Live
Guide to vegan restaurants in Austin
Dig into delicious and nutritious plant-based fare in every corner of the Capital City.
January 16, 2026
 · 
London Gibson
A rendering of a lattice bridge above Waller Creek, surrounded by trees.
City
5 Major developments we’re watching in 2026
We see ribbon cuttings in Austin’s future, because the next decade has major projects that will change the shape of the city in store.
January 15, 2026
 · 
Laura Figi
A plane flying over Austin-Bergstrom International Airport at dusk.
Travel and Outdoors
Fly away on one of these nonstop flights out of Austin-Bergstrom International Airport
You’ll never have to deal with a layover again, because these are just a few of ABIA’s nonstop flights, which will take you to over 100 cities in the US and abroad.
January 14, 2026
 · 
Laura Figi
ATX_Matchbooks
Culture
Where to collect matchbooks in Austin
Dip your toes into “phillumeny,” aka the practice of collecting matchbooks, while you explore ATX and support local businesses at the same time.
January 13, 2026
 · 
Laura Figi
A group of eight people, including Mayor Kirk Watson, stands outdoors on a sunny day, holding an oversized ceremonial check for $8.4 million made out to “Austin’s Parks” from the Austin City Limits Music Festival and C3 Presents. The check is dated May 7, 2025. One person is dressed in a colorful hummingbird costume, and the group is posed on a paved path in a park-like setting with grass, trees, and utility poles in the background.
City
Austin Parks Foundation awards new round of ACL Festival grants
The slate of new grants goes toward projects including new bridge construction, shade structure creation, and trail repair.
January 12, 2026
 · 
Laura Figi
ATX_WatersParkHistoricalMarker
Culture
Flashback Friday: Learn about the hundreds of historical markers in Austin
Let’s take a deeper dive into some of Austin’s historical markers, the significance they hold, and how long they’ve been standing.
January 8, 2026
 · 
Laura Figi
A view of Austin's skyline
Culture
How Austin ranked in studies during 2025
Austin made waves on dozens of studies, lists, and rankings, so we gathered some of the highest points the Capital City hit in 2025.
January 8, 2026
 · 
Laura Figi
Outdoor display of thrifted clothing and goods in front of the Treasure City Thrift store in Austin, Texas.
Play
Happy Hauling: swap meets, co-ops, vintage, and resale shops in Austin
Here’s the deal — the resale and vintage shopping scene is stellar in the Capital City. Here are 21 markets and shops to stop by on your secondhand journey.
January 7, 2026
 · 
Laura Figi
ATX_LacheMovement
Wellness
Resources to hit your New Year’s resolutions in 2026
If you have a goal you’re trying to hit in 2026, we’re here to help you make that as easy as possible by connecting you to our guides.
January 6, 2026
 · 
Laura Figi