H-E-B

Grocery store · Heritage

H-E-B

Grocery store · Heritage

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3451 Heritage Trace Pkwy, Fort Worth, TX 76177

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Vast grocery store with pharmacy, BBQ, bakery, deli, and wine.  

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3451 Heritage Trace Pkwy, Fort Worth, TX 76177 Get directions

heb.com

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3451 Heritage Trace Pkwy, Fort Worth, TX 76177 Get directions

+1 682 708 1623
heb.com
285536001307582
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@heb

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Aug 25, 2025

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View Postcard for H-E-B

Alexis Cornelius

Google
Love HEB their fruit is usually the freshest but my recent trip it was not! Not only was the cut up fruit containers sour and mushy the very next day, the blackberries I usually buy all had mold on it. Every single container. I stood there for at least 5mins shorting through the best one. And the photos I took were the containers that were placed on top. How can a produce employee miss this?

Eduard C Hanganu

Google
Enormous supermarket with millions and millions of items in all categories. There is a large selection of fruits and vegetables, another, as large, of bread and cakes. There are multiple items in the cheese, and milk areas. There is a lot of detergent, and multiple household wares. There are lots of toys. It is hard to imagine what would be missing in such a store. Worth visiting!!!

Christopher Saint Germain

Google
We've been getting True Texas BBQ in Weatherford for a while now, and we were in the mood for some brisket today. I said that there's an HEB closer to us than Weatherford, so let's try it. We were pleasantly surprised that the Fatty Brisket at this HEB is just as good as the one in Weatherford, with the added advantage of being indoors. We took our food out to Arcadia Park and enjoyed a delightful picnic under the canopy. What a blessed way to spend the day with my son!

Dana linnabary

Google
I’ve been to several H-E-B locations in the DFW area and Alliance store takes the cake! The store is ran well, shelves are always stocked and check out is always fast. This BBQ restaurant is one of the best! Very friendly staff and food is always fresh. The bakery made a special cake for an Eagle Scout celebration I was have! It was the best red velvet cake I’ve ever had!

William Shaw

Google
Heb? Is great. Is it "Hey, Eat Better!"? Or something else? Don't know. What I do know is that it's awesome. First note, their store brand ice cream is top tier. So smooth and soft (In reference to others that are a challenge to scoop and have obviously been previously frozen. The meals that are waiting to be brought to life are hard to choose from. The brisket Mac. It's noteworthy. Try it. This place has a smorgasbord of yummy food. Glad it came to my town. Shopping for groceries or trying to find something to eat tonight, highly recommend H.E.B.

Lena Tann

Google
I absolutely LOVE H-E-B! Every visit is a great experience. The butcher always has fresh, high-quality meats, and the staff is consistently friendly, helpful, and go above and beyond. The deli and BBQ are delicious — perfect for a quick meal or a treat. The store is always super clean and well-organized, which makes shopping a breeze. And I can’t say enough good things about H-E-B brand products — the quality is top-notch and the prices are unbeatable. This store truly sets the standard. Thank you, H-E-B!

Yessi T

Google
This H-E-B is just one amazing store. First of all, it’s huge! You have so much variety and so much options. The bakery dept is so nice- you are like a kid in a candy store. They just have so much types of meats, meat cuts, seafood and so much more. The produce dept is so fresh and just great. Such fresh looking produce. The prices are great too. The place is so well stocked, so well organized and all the associates are so friendly. The drink variety is insane,the wine section is amazing. I was super impressed! The garden section has so much great deals! I bought several mums from there and all the plants were so green and alive. So many registers open and hardly no wait time in line. We can’t wait to go back!

Shavonne Myles

Google
I love this store. The meats are surely cheaper than Winco and Walmart. Love the idea of the prepacked meals. My favorite is the brisket nachos.. love coupons..
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Kate W.

Yelp
HEB is great! I'm not in this area often, but will make a special trip for HEB. I love wandering the aisles here, but their curbside service is pretty great when I'm short on time. They are friendly and efficient here, so I can get in and out quickly if I need to. It is always crowded inside, but I find that the lines move quickly and I can usually find what I need in stock. I love that HEB also invests in the community. They are a great example of servant leaders in Texas! Every time I visit, I know I'll have a good experience and I'm happy to support a company that does so much to give back.
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Jenny H.

Yelp
HEB: get some eyes on your curbside. Sent my son to pick up my curbside order. He texted in his information, and after waiting for an hour, he called. They still didn't come out. 30 minutes later I called. Still didn't come out. 10 minutes later I called again. Nothing. 10 minutes later my son called and said that numerous cars have come and gone and they haven't acknowledged him. After nearly two hours of this, I called again and canceled the order. Your curbside team didn't seem bothered by this at all and immediately canceled the order. I won't be back. The team's lack of empathy here when they were clearly in the wrong did not go unnoticed. And this was not the first time. Paying off your credit card, canceling it and not coming back. Just so you know: I ordered the same stuff at Walmart who is delivering for free and am saving $20. I didn't have to sort through time-draining coupons to get a better price.
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Dave G.

Yelp
By far the best source of quality meat here in DFW; Considerably better selection of Grass Fed AND Finished beef (Midwest source). Produce is cheaper than competition and typically of better quality. HEB same owners as Central Market without the markup - Highly recommended to hit up for Meal prep day.
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Rich R.

Yelp
Great service always great coupons and people to guide me around. I love their barbecue in fact sometimes I come and get barbecue and cheat and tell everyone it's fine.
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Guy H.

Yelp
The only Texas Company expanding faster and printing as much money as Buc-ees Is HEB. Talk about perfecting your business plan and knowing your market,these guys have it figured out. In need of a chocolate cake in an unknown land,I spotted what appeared to be a new HEB on the Horizon. Typical of all their rubber stamped new stores,I walked right in and up to the bakery counter. There, I spotted a nice looking Chocolate Fudge Cake. Sold! Just another example of why everyone is loving HEB. Go!
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Sharon D.

Yelp
So excited to have the new Alliance store! My most recent experience with the bakery was exceptional. The cake was absolutely delicious and my son loved the Minecraft theme! I will definitely be placing more bakery orders for the other members of my family.
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Doug S.

Yelp
HEB is a great store I know it is just a grocery store but I like them. This location is the standard large HEB with a great produce and meat departments. The bakery is good as will. I like looking at the ads and getting the specials. You can get some good deals on meat. Walk around the isles they have yellow tags on a lot of items and you get a buy something and get something else free. The HEB round top bread is the best bread. HEB is very busy with people everywhere. But I enjoy the crowd. For a grocery store it has some good deals and it is fun to shop in.
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Les G.

Yelp
This HEB is new and is located in Alliance in Fort Worth. It's huge. The store is clean and well laid out. They set out tons of coupons near the products. I'm horrible with coupons, so this was exceptionally nice. There was an available coupon for almost everything I bought. Their prepared foods are out of this world....lost of specials and coupons there also. The dog food prices were lower than Kroger's. They have their own brand, so their paper products are lower cost also. They had a lot of USA products (USA veggies, dog treats too). Friendly checkout people!
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Stephanie S.

Yelp
Organized store with great deals. There's a variety of meals and products to choose from. Customer service at self-checkout was friendly. I'll be making a few trips this year.
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Rigo M.

Yelp
H-E-B is amazing store for all your groceries. And let me tell you there is not a day of the week that everyone and their dear mothers are not here. This place never sleeps! But they have fresh produce, meat and sea food selection is always fresh. And they carry everything under the moon, including packaging your own spices.
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Kristina H.

Yelp
I stood in line opening day, it was so much fun! Yes, it was packed and people were having to park at Torchy's. Once we got inside still packed BUT all the checkout lines were open so it didn't take long at all for checking out!! Prices seem to be better than Kroger and they have yellow coupons in the shelves to add to the savings! You can feel good about shopping here. I love their coffees especially, but you get so many options for frozen chicken/pizzas/etc. If you're wanting to go to H‑E‑B, just go. It looks scarier than it actually is because of all of the people, but I promise it's way better than Costco. You wait forever to checkout at Costco and the people are rude there. Everyone is so nice at H‑E‑B! Worth it! Go!
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Loren B.

Yelp
The much anticipated opening of the Alliance HEB is here! Located a few blocks from our home, this store has created a buzz above and beyond what one might expect for a grocery store. Sort of Costco-light, just short of cult level, but passionate. What justifies it? Texas-grower-sourced produce, Texas-made store brand products, warm tortillas, an in-store BBQ restaurant, and a Kerrville-based brand that's closely associated with community. Pre-made meals are nicely priced. And they have a pretty large craft beer section with more than the Kroger market across the street, but less than the Total Wine across the street. The staff were all very helpful and friendly. It's a bit like central market with better prices and not as specialized, slightly better than Kroger Market. Opening day has a marching band inside. Looking forward to exploring it more!
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Cristal Y.

Yelp
We love this location for its cleanliness, accessibility and fresh produce. There is ample parking and it's located near a lot of other stores so it makes running errands easy. The brisket sandwiches in their attached restaurant are delicious and I'm so glad HEB decided to open up a restaurant! They give you generous portions of okra and the potato fries/wedges are uniquely shaped! I appreciate the curves for that extra crunch.
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Blessing B.

Yelp
After being accustomed to H-E-B in south texas, I was happy to find out there would be an H-E-B opening closer to me. I came in a weekday morning and the amount of people in the store was minimal. The staff there is friendly and check you out quickly. I perused the various aisles and grabbed produce, oven baked meals to go, snacks and drinks. They have an array of produce, snacks, drinks, to go meals, haircare, skincare, feminine hygiene, cleaning products, home office supplies, small furniture and a fresh flower sections. The prices were reasonable and the coupons came in handy. Their rosted mesquite bbq chicken is delicious and can easily serve as two to three meals. I look forward to many happy returns
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Nikki M.

Yelp
I was sooo excited to see HEB come to North Fort Worth! I was there opening weekend along with everyone else in town and HEB did not disappoint. They have such a great variety of food, they keep everything stocked even though they are ALWAYS busy. My favorite thing is the pre made meals they keep in the front. Makes my life so much easier. Also the sushi, very good! I would prefer to buy my meat and produce here even if I have to drive a bit further!
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Jim M.

Yelp
It's about time !!! H-E-B has made it to North Fort Worth. It's still only a week old, and the 1st timers are tripping over their selves to join in on the fun. Lots of specials love the old time feel of having plenty of cashiers & lanes open to accommodate the customers, good friendly service from the associates unlike the robot stores that force you to do your own checking & rarely have more than 2-3 lanes working. Parking can be tricky, especially if you're a person who prefers to get as close as possible. Do yourself a favor a park away and enjoy the walk much easier in & out.
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Malinda P.

Yelp
I LOVE HEB. I got hooked while living in San Antonio. They have the BEST options. Fresh fruit and vegetables. I just wish the shoppers didn't shop like it's Black Friday every time I'm there! lol
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Mechelle S.

Yelp
I can tell I am going to have a Love Hate relationship with H-E-B!!! Not sure I will be back to shop as it is insane to drive to, park, shop, checkout and get home with any real sense of self and happiness. Great assortments and love getting the items I love but they have super high prices for basic stuff like mini diet DP is $7.89 when I can get this at Tom Thumb for $6.99. People, People, People do not know how to navigate isles and be considerate of others and oh yea the personal shoppers are on every isle and the re-stockers trying to keep up with demand. When will the novelty wear off? So did my 1 and done for now and I can say I visited H-E-B but this will not be my grocery store, nope! My advice is go with patience and all the time in the world to shop. Love H-E-B so I will be back but not sure when...
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Eric T.

Yelp
Grocery shopping here during its grand opening week in April 2024 is like Christmas shopping on Black Friday- highly crowded, insane, and slightly stressful. And that's just in finding a parking space! Like others around Texas, H-E-B is truly a grocery shopping experience. Low prices for quality items and brands, barbecue, fish, and friendly customer service. And on this side of Heritage Trace, you'll get your coffee fix with Black Rifle Coffee & Cava as opposed to the two Starbucks across the street for Kroger shoppers. Best advice when shopping here? Have patience with others, wear comfortable walking shoes, along with an appetite for pretty decent barbecue. And don't forget to pick up those yellow coupons on items all throughout the store!
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Haley K.

Yelp
Well, I'm going to need to give the new H‑E‑B time to settle. I will admit, I've only been to an HEB twice before this visit. I didn't intend on going on opening day, but they had a couple items on sale that are favorites in my house, and I happened to need to come over this way anyway so I went to check it out and grab those couple of items. For opening day, at the time I went, I found parking easily. They had a ton of staff available all over the store. It was super crowded in certain areas of the store, but others I had plenty of space to browse. Unfortunately at check out it didn't apply one of my coupons correctly, but they had a customer service table that took care of everyone with similar issues quickly. I was there early enough to where the bbq (restaurant?) area wasn't open yet. I also didn't get to explore every area, to get a good idea of unique items they carry that other stores may not. I do plan on going back to do a better job exploring the area that I didn't get to due to crowd levels. Though this location is just far enough away that H‑E‑B isn't going to make it into my once a week grocery run, but I could see stopping for a good deal if I'm over here anyway like I did on opening day.

Travis L.

Yelp
Drove to this location since it was quicker with less traffic than going all the way to the nightmare Preston location that took 7 hours round trip from Irving and I must admit...this is quite possibly the very worst shopping experience of my adult life which is 4 decades. I'm not sure what all the fuss is since Tom Thumb has better quality with the same prices. I went to shop for an entire week but left after selecting a mere 12 items....impossible to navigate anywhere in the store...mostly due to the fat cottage cheese women pushing a cart with their grande companions...I saw more "artwork" on the legs of these women that surpasses the Kimball art museum....I'm finished for good with HEB and their overpriced Central Market stores can take a hike too.
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Miranda C.

Yelp
Love my HEB!! So excited for this location. It is not a HEB plus like the one in Burleson but it's still got so much to offer. Even on the evening of their opening day I was able to go in and get a few items and make it through the 15 items or less line. I also am very excited about their bbq! My husband and I had it at a wedding once and it is some of the better bbq I've had, even being from central Texas. So many of my friends have asked us "What's the big deal with HEB? What so special about it?" And I just know it's better. That really is the shortest way to say it.. I'm excited to say at even at the new Alliance location starting on opening day, Here Everything's Better.
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Drew B.

Yelp
So new HEB location in Alliance. Getting in and out, finding parking, etc. is a hot mess, so minus one star for that. The place is massive and if you can't find what you need, then that would be a surprise. I can't say enough about the fresh produce, and deli areas they have a ton of amazing seafood, a great bakery and many other things. The other stuff is just like anywhere else for the most part, but if you want fresh vegetables, fruit, bread, seafood, meat, sushi, cheeses, pastries, etc. then this would be the place to stop. Prices seem higher on some items and lower on others, so if you have the time you might want to compare to other places before making it a "one stop" grocery (and more) store.
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J F.

Yelp
Really enjoy H-E-B, the selection and employees are top notch. It's a bit closer to me now, so I shop there more consistently.
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Mariah A.

Yelp
I always usually have a pleasant experience here at H-E-B, but today the person Dynisha H who was checking me out was very rude and making comments how "people need to learn how to put the stickers on the vegetables" i guess we labeled something wrong. But after a long day at work and trying to finish this chore, it really rubbed me the wrong way, along with her huffing and puffing probably due to me having a lot of groceries, maybe she would be better suited at an express checkout or doing something else, cause after 2 hours of grocery shopping no one wants to deal with an attitude in the checkout line!!! Annoying and I'm going to make sure i avoid her checkout line next time!
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Kevin H.

Yelp
Ok, everyone loves HEB, i get it, but i can still find what i want at Wally World and cheaper. Yes, HEB has some good sales on certain items, but u have to want those items. The hype is there and the newness is thereunder it will wear off when people realize that they're just as costly as Kroger, but with better deals. I didn't find everything i needed, so now i have to make a 2nd stop to get all my groceries. I will be back, but i'll remember that they my not have what i'm looking for. 4 stars cause the employees were very helpful and checkout went quick.
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Megumi J.

Yelp
I love this store!! It's same company as central market I like no wonder the HEB is even better. They are not like Tom-tom Kroger's or Safeway. If you see on the weekly adds you do not have to use app or Coupons to get cheaper price like chasing other grocery stores clerks hey this was not the price I thought that I would be. Also the customer service at this store is amazing. Even the price is so cheap they have full grocery bag service. You don't have to bag your own groceries. As far as I've been here all the staff members were so super nice. Also the varieties of food is amazing. Also I love going to the gardening section. They are much cheaper than Home Depot's or lowes. I will enjoy going to H-E-B store. It's very clean and their seafood selections are the best in town. I have nothing to complain. Their produce always have great deals. I got pineapples for $.77. Strawberries for $.87. Unbeatable!! I see so many people going there so be careful when you go there on the weekends. You can't find closer parking space. Hope H-E-B stores keep growing so I don't have to go all the way to Fort Worth.
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Nina D.

Yelp
I visited this store recently, one month after its grand opening and much like the Plano location it is packed. The parking lot was full. However, I did not have to stand in line and wait to enter like at the Plano store. It's a grocery store...there's not that much else to say except that it has a very wide variety, the food looked fresh, there's a BBQ place but I didn't try it, and there are a lot of store branded items. This store is great if you like to cook or even if you don't like to cook. They have plenty of options for making your meals from scratch or ready to cook meals that they've prepped for you. I'm taking away one star because of the brioche hamburger and hot dog buns that were cold and frozen on the shelf. I have bought frozen brioche from the shelf at other stores before but at least it was made in France. This brioche was made in San Antonio...so why was it frozen? They may have had fresh brioche somewhere but the fresh brioche I got from Central Market a week ago smelled strange and was too thick so I didn't want to try another bakery fresh brioche from H-E-B since they're related to Central Market. Also the tortillas were cold and hard. Now back to the crowds. I would suggest doing curbside pickup if you know what you want. The store is crowded with not only workers stocking the shelves and shopping for curbside and delivery, but also people that park their carts and themselves in the middle of the aisles, people parking their carts and walking away, people standing at the entrance of the aisle to take a peek at what's on the shelves, and groups of people standing in the aisles catching up with long-lost friends and neighbors that they ran into. Some don't eagerly move when they see other people coming through or asking to be excused and I do not experience this at other stores. I get it, it's exciting and new, but that doesn't mean to forget to your manners and not be considerate of other shoppers. I can't wait until the H-E-B in Euless/Bedford opens so I can block the aisles with my own neighbors....just kidding.
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Thuy N.

Yelp
Very excited about this new heb store! Great selection, pricing, friendly staff, can find anything that I need for making food. Parking on Saturdays can be rough because everyone and their mother seems to be at this heb.
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Rick G.

Yelp
The staff at this H-E-B is some of the kindest, most helpful I have ever had the pleasure of talking to. They are very knowledgeable about everything in the store, and despite the place being constantly busy, they never seem to lose their cool, and manage to be amazing and do helpful! If for no other reason, go for the staff! Their deli is incredible. Their bakery section, even more so. Once the craze dies down (if it ever does) this place will be a much more regular place for me to be sure! That said, the selection in this store is amazing! From locally sourced products, to name brand items. H-E-B has it all!
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Jon N.

Yelp
First time there and I'm not impressed. Prices aren't any better than Albertsons or Kroger. I don't know what the fascination is for people. And way too many rude people at Heritage and I35W. I think they hate where they live so they're assholes in the store.

Paige H.

Yelp
Gabby who works in curbside is amazing! We had an issue with our curbside order and Gabby went above and beyond to fix it. Will definitely continue to use this service!
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Sandy M.

Yelp
My first time at the store, it was a great experience. The cleaning crew is amazing. I was kind of hard to find a couple things and it kind of hard but overall.

Virginia S.

Yelp
Not worth the drive down 35 from Roanoke, always crazy busy because we can only go on the weekends. I'll keep it in the family and go to central market. H‑E‑B is just not for me.
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William M.

Yelp
anyone who has been to an HEB knows of the stores quality and a pleasure to shop there
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James W.

Yelp
Brand new store in a very busy area of town. SO BUSY! The parking lot was absolutely packed, took a while to find a place to park, no only for the limited space but driving and waiting on folks to walk by. Place is big, new, and super clean. They have a large garden area just out front in between the entry doors. This is what we came for today, as they have a special potting soil that is hard to find, and today they had if for cheap! So happy about that.

Eddie D.

Yelp
For such a busy and massive store and great selections throughout , the MEAT Dept is definitely lacking in selection of some everyday items. For example, the hamburger selection of fresh ground is poor. Whether you go early or especially evening hours , there is little to none available. This is of course is a staple item. Also, the shelf space allocated is critically small. This operation needs to be better for their customers.

Martin C.

Yelp
HEB BBQ I finally got into this new location in north Fort Worth. I had been longing to try their barbecue. Inside the store it smells grand. I opted to try the drive through just because I am the lazy sort and wanted to see how well it worked. Unfortunately the menu board was on the fritz. I decided to play it safe, so I ordered a half pound of lean sliced brisket. It was $12 and change. When Ingot home and looked in the bag to discover 4 slices of white bread, plasticware, sweet and spicy BBQ sauce as well as the wrapped brisket. When I unwrapped the brisket. There were three thick slices of brisket with some fat on the edge. The meat was very wet looking. I got out a real fork and knife and cut off a bitesized piece of the aromatic beef. I was so disappointed. The flavor was a bit too salty. When chewing, the texture was all wrong. It had a rubbery texture that is very off putting. I managed to swallow that first bite. I opened the spicy BBQ sauce an dipped the second bite to see if sauce would improve this disappointing brisket. It didn't help. I gathered up all the HEB BBQ stuff and put it in the trash. The meat reminded me of food that has been cooked in a steam oven. It was way to wet and as I said the texture was unnatural. Hopefully, this was a fluke. I will hope to see a review that indicates that HEB's BBQ is palatable, maybe even good. I will wait, hopefully on the sidelines.
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Petra C.

Yelp
Since my first post regarding HEB and the incident that occurred there, they have contacted me and we resolved the issue. Because other than that I love that store so much! And I wish there was a closer one to me. But I will go to that store as often as I can when I'm in the area.
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Anna S.

Yelp
Really disappointed in the meat recently. I bought ground beef last week and took it home to cook dinner that night and it had gone very bad even though it still had another week on the date marked. Then today I bought chicken thighs, went home to marinate them for dinner and again, had a horrid smell and they had gone bad a week before the posted date as well.

Trista H.

Yelp
i love HEB but they better start giving a clock in card if the cashier is just gonna stare at me til i start bagging my own stuff on a sunday during rush hour too?? i'm not about to be stressed for free

Denise B.

Yelp
Lots of parking lots of space in between isle even when busy. Lots of product. Pretty much got everything I need.
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Jeremy F.

Yelp
The opening of this store is evidence of God's common grace to humanity. He really does cause the sun to shine on the just and unjust alike. I am thankful for HEB.
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Scott D.

Yelp
My first visit to HEB at Alliance today. I got a parking space fairly easy. The grocery pickup on the east side of the building, next to the Pharmacy Drive thru, is the closest you will get to a personal parking space. The whole experience was pretty overwhelming to say the least. Lots of great choices for meals to go and some with lower calorie options. (Can't wait to try). Missed the Bar B Que section but will be my first stop next time. The Pharmacy was beautiful and the staff Laura RPh and Hayden were a great help! If you have any issues with your current Pharmacy, the HEB Pharmacy crew are waiting for your prescription transfer and can fill while you shop! There was no wait at the Pharmacy! Extra bonus having the drive through on the east side of the building by N Riverside for a quick in and out of the traffic during busy hours! Was asked if I needed assistance by several employees and they helped tremendously even though the place was packed. Will definitely come back and transfer my prescriptions to HEB ALliance!