AUSTIN, TX - H-E-B is reminding the retail market of its pioneering spirit, touting a first for the competitive Austin, Texas, region as it unveils its own take on blending restaurant and retail. The grocer opened a food hall inside one of its stores yesterday, August 25, with plenty of restaurants to suit as many consumers as possible.

“At H-E-B, feeding Texans and their families is at the heart of what we do. We worked hard to create this space and develop tasty menu items, and we’re thrilled to open Main Streat to the entire Austin community,” said Kristin Irvin, Director of Made to Order Restaurants at H-E-B. “We’re even more excited to partner with Chef Tiffany Derry. Not only is her food amazing and full of flavor, but her passion for feeding and caring for the community, increasing food education and access, and addressing racial inequity is inspiring and mirrors our beliefs. We’re honored to work with and learn from her.”

Dubbed Main Streat, the pilot offers a slew of options, including a partnership with Roots Chicken Shak by Chef Tiffany Derry.

While Chef Tiffany Derry is known for her culinary expertise and warm southern charm, she gained international notoriety when she appeared on Season 7 of Bravo’s Top Chef, her partnership with H-E-B is her first restaurant in Austin.

Available for takeout, limited capacity dining on the outdoor patio and inside, and free delivery from FAVOR, Main Streat by H-E-B will also include:

• The Roots Chicken Shak menu will feature Duck Fat Fried Chicken Wings and Duck Fat Fried Chicken Strips, its Big Bird and Spicy Bird chicken sandwiches, Shak Caesar Salad, and The Barnyard Cobb Salad, Duck Fat Fries with house-made Clucking Sauces, banana pudding made with vanilla custard, cookies, and fresh banana, and Southern Sweet Tea
• True Texas BBQ, serving brisket, ribs, turkey, sausage, BBQ sandwiches, and sides like mac & cheese and potato salad
• Calle Taqueria, a street taco-inspired restaurant offering tacos with handmade flour or corn tortillas, tortas, quesadillas, and bowls with the option of trompo al pastor, pork carnitas, adobo smoked brisket, or plant-based Impossible picadillo, alongside Mexican street corn, roasted beets and pepitas, and house escabeche
• Yumai Japanese Grill, with rice and noodle bowls and Japanese-style vegetable, chicken, beef, and shrimp skewers
• The Meltery, a gourmet grilled cheese shop with a variety of sandwiches served on sourdough, Seedelicious, keto—made in-house daily—or Texas Toast, all pressed in garlic butter
• The Bar at Mueller, serving snacks and shared plates like Texas Tater Tots and a Meat & Cheese Tray, and a full menu of draft beers, wines, and cocktails featuring Texas breweries, wineries, and distilleries.

H-E-B celebrated the grand opening of Main Streat with donations to Urban Roots and The William B. Travis Institute of Hospitality and Culinary Arts at Travis High School, as well as a $10,000 donation to Thinkery, an outstanding organization in the Mueller neighborhood, according to a press release.

Not to be deterred by the pandemic-ridden climate we are all navigating, H-E-B assured it has robust sanitation and social distancing procedures that will be in place throughout the Main Streat food hall and bar.

As we continue to follow any new strategic steps produce players and those they serve take, keep an eye on AndNowUKnow for the latest.

H-E-B