This Texas Grocery Store Is Hiding a Two-Story BBQ Joint Inside

A grocery store is not where most people expect to find memorable barbecue, which is why this stop in New Braunfels feels so unexpected. Walking into the H-E-B off I-35, I assumed I might find a basic deli counter with some warmed up brisket, nothing special.

Then I saw it: a massive two story barbecue restaurant right there in the middle of the store, complete with outdoor seating, a full menu, and the unmistakable smell of smoked meat hanging in the air. True Texas BBQ is not a corporate afterthought tucked into a corner.

It is a legitimate barbecue operation with its own smokers, a dedicated pit crew, and a menu that rivals standalone joints across the state. The whole setup feels like someone decided to drop a proper Texas smokehouse inside a supermarket and somehow made it work perfectly.

Grabbing groceries has never felt this tempting.

A Full-Scale Smokehouse Operation Inside Your Grocery Run

Most people don’t expect to find serious barbecue while picking up milk and eggs. Yet here we are, standing in front of a legitimate two-story smokehouse that happens to share space with produce and checkout lanes.

True Texas BBQ operates like any standalone restaurant, just with the unusual bonus of being steps away from everything else you need. The smokers run daily, filling the store with that unmistakable wood smoke aroma that makes it nearly impossible to walk past without stopping.

I watched the pit crew work the same way you’d see at any respected Texas joint, tending briskets and checking temperatures with the kind of focus that tells you they take this seriously.

The setup includes indoor ordering kiosks, a full outdoor seating area, and even catering services for bigger events. Walking through H-E-B and stumbling onto this feels a bit like finding a hidden restaurant inside a completely unexpected place.

The two-story structure gives it presence, making it clear this isn’t just a food court addition. It’s a real barbecue destination that just happens to let you grab your groceries on the way out.

Brisket That Rivals the Standalone Legends

Brisket is the ultimate test for any Texas barbecue joint, and I wasn’t sure what to expect from a grocery store operation. One bite answered every question I had.

The brisket here comes out tender, juicy, and packed with that deep smoky flavor you’d expect from places that have been smoking meat for generations. Reviews consistently mention how the meat practically falls apart, with that perfect balance between bark and tenderness.

The sliced version gives you those beautiful smoke rings, while the chopped brisket works perfectly piled onto baked potatoes or sandwiches. I tried both and honestly couldn’t pick a favorite.

What impressed me most was the consistency people talk about in their reviews. Whether you order a sandwich or a full plate, the brisket shows up cooked right every single time.

The H-E-B connection might make some folks hesitate, but this crew clearly knows what they’re doing with a smoker. Former barbecue managers have left reviews praising the quality, which says plenty about how this place stacks up against Texas’s best.

Finding brisket this good while shopping for dinner feels almost unfair to every other grocery store in the state.

The Brisket Baked Potato That Became a Local Favorite

Some menu items just hit differently, and the brisket baked potato here has developed its own following. I grabbed one after hearing multiple people rave about it, and now I understand the hype completely.

Picture a massive baked potato loaded with chopped brisket, cheese, sour cream, and chives. It’s the kind of meal that feels indulgent but somehow works perfectly as comfort food.

The potato itself comes out fluffy and hot, providing the perfect base for all that smoky meat. Reviews mention being surprised by how much brisket they pile on, turning what could be a simple side into a full meal that’ll keep you satisfied for hours.

I watched someone order one to go while waiting for my food, mentioning it was their third time getting it that week. That kind of repeat business doesn’t happen by accident.

The combination of tender brisket with the creamy potato and toppings creates something that feels both classic Texas and uniquely creative. It’s become one of those signature items that people specifically come back for, even when they’re not planning to do any actual grocery shopping.

Smoked Turkey That Surprises Even the Skeptics

Turkey often gets overlooked at barbecue joints, playing second fiddle to brisket and ribs. Not here though.

The smoked turkey at True Texas BBQ shows up in reviews almost as often as the brisket, with people specifically calling out how moist and flavorful it is. I tried some on a three-meat plate and was genuinely impressed by how well they’ve nailed the smoking process.

The meat stays tender without drying out, something plenty of barbecue places struggle with when it comes to turkey. Each slice has that perfect pink smoke ring and pulls apart easily without falling into shreds.

People order whole smoked turkeys here for holidays and events, which tells you plenty about the quality. One review mentioned getting a turkey slightly larger than the ten-pounder they ordered, ready exactly when promised.

The attention to timing and preparation shows the same care they put into everything else. Whether you’re getting it sliced on a plate or ordering a whole bird for catering, the turkey here proves it deserves just as much attention as the more traditional barbecue stars.

Sides That Go Beyond Basic BarbecueFare

Good barbecue needs equally good sides, and this place clearly got that memo. The sides here aren’t afterthoughts thrown together to fill out a plate.

Multiple reviews specifically praise items like the collard greens, potato salad, and coleslaw, with some people mentioning the recipes have been updated and improved over time. I tried the potato salad and coleslaw with my meal, and both had that homemade quality you hope for but don’t always find.

The mac and cheese gets mixed reviews, with some loving it and others finding it too dense, but that’s honestly the case at most barbecue spots. The baked beans lean more toward a meaty chili style, packed with flavor and substance rather than just sweet sauce.

What stands out is how the sides complement the smoked meats without overwhelming them. The coleslaw adds crunch and freshness, cutting through the richness of brisket.

The potato salad brings creamy comfort. Even the cornbread, though some find it just okay, serves its purpose soaking up sauce and juices.

Party packs come with your choice of four sides, and people seem to genuinely struggle deciding which ones to pick.

Party Packs That Solve Your Group Meal Dilemmas

Feeding a group with good barbecue usually means planning ahead and spending serious money. True Texas BBQ’s party packs change that equation entirely.

The six-person party pack includes brisket, turkey, sausage, four sides of your choice, bread, pickles, onions, and sauce, all packed in a box that looks like it should hold a cake. Reviews consistently mention what an incredible value this is, with one person calling it absolutely worth it for everything included.

I saw someone pick one up on a Sunday evening, mentioning they’d been overwhelmed by the menu but the party pack made the decision easy. The variety means everyone gets something they’ll enjoy, and the portions genuinely feed six people without anyone leaving hungry.

What makes these packs brilliant is the convenience factor. You can order at the kiosk, do your grocery shopping while they prepare it, and pick it up on your way out.

The whole process takes maybe twenty minutes, and you’ve solved dinner for your family or friends without the usual barbecue joint wait times. For anyone hosting or just trying to feed multiple people without cooking, these packs are genuinely hard to beat.

Peach Cobbler That Steals the Dessert Show

Barbecue desserts often feel like an afterthought, something sweet to finish the meal without much thought behind it. The peach cobbler here breaks that pattern completely.

Multiple reviews specifically call out the peach cobbler as mouth-watering and some of the best they’ve had outside of homemade versions. I tried some after my meal, skeptical about how good dessert could be at a grocery store barbecue joint, and ended up understanding the enthusiasm immediately.

The crust comes out golden and slightly crispy on top, while the peaches underneath are sweet and warm with just the right amount of spice. It’s the kind of dessert that makes you wish you’d saved more room after filling up on brisket and sides.

One person mentioned getting surprised with banana pudding when they were out of another item, which shows the staff pays attention to customer experience beyond just the main menu. The cobbler though seems to be the consistent star, with people making specific trips back just to grab some for later.

Finding dessert this good at a barbecue spot is rare enough, finding it inside a grocery store feels almost unfair.

Staff Who Actually Care About Your Experience

Great food only goes so far if the people serving it don’t care. The staff at True Texas BBQ consistently shows up in reviews as genuinely helpful and engaged.

Customers praise the knowledge of staff, friendliness, and willingness to explain menu options or let people sample new items. I experienced this firsthand when ordering, with staff taking time to walk through choices and make suggestions based on what I mentioned liking.

They check on diners at the outdoor tables, help with catering decisions, and generally treat the place like it matters to them personally. One review from a former barbecue general manager specifically praised the crew’s high-quality mindset, which coming from someone in the industry carries serious weight.

The team here seems to understand they’re representing both True Texas BBQ and H-E-B, and they take that seriously. Whether you’re grabbing a quick sandwich or ordering catering for an event, the staff makes the experience smooth and pleasant.

That level of consistent service across so many reviews suggests good training and management, but also people who genuinely enjoy what they’re doing.

Address: 2965 I-35, New Braunfels, TX 78130