“Something new is steadily taking shape along the I‑35 corridor, and San Marcos residents can’t miss it,” said coverage published by My San Antonio early this month. “Just past the popular San Marcos Outlets, the city’s third H‑E-B is emerging as a massive presence, signaling both retail growth and the area’s rapid expansion.”
My San Antonio had previously reported on the 114,000-square-foot store, which is not only San Marcos’s third H-E-B, but the home of the city’s first True Texas BBQ.
Owned by H-E-B, True Texas BBQ is an award-winning barbecue restaurant serving up “True Texas Meats. True Texas Flavor. True Texas BBQ.”
“If there’s one thing Texans know, it’s incredible BBQ,” says the True Texas BBQ website. “Our TTBBQ starts with all-natural meats that we slow smoke to perfection in-house over natural Texas oak wood. And since no Texas BBQ would be complete without the sides, we offer brisket beans, creamed corn, homestyle potato salad and more. Whether you enjoy it by the plate or the pound, you’ll see why we were named Best BBQ Chain in Texas, as recognized by Texas Monthly.”
The menu features choices like Brisket Nachos, Loaded Corn Bread (with pulled pork or chopped brisket), and sandwiches with proteins like Pulled Pork, Turkey, Pork Sausage Link, and Prime Brisket. These come with sides that include Poppyseed Slaw, Brisket Beans, and Collard Greens, and can be finished off with desserts like Peach Cobbler and Cinnamon Churro pudding.
According to the My San Antonio coverage, an opening is expected in late 2026.
You can keep up with all things True Texas BBQ by following @truetexasbbq on Instagram.
