H-E-B introduces own version of fine dining

H-E-B served a pop-up fine dining experience to conference-goers at SXSW in Austin, Texas.

Texas retailer H-E-B shed its grocer image during the popular South by Southwest (SXSW) conference with a high-end foodie event.

According to Store Brands’ sister publication Progressive Grocer, the retailer, under the guise of “ITK Restaurant Group” – a name derived from the company's “In the Kitchen” content series inspiring customers to cook from home – served up a sumptuous six-course meal. Plates ranged from Herb-Infused Tenderloin to Raspberry Lavender Demi, with such other dishes as Black Garlic Winter Squash Risotto and Ginger Halibut Ceviche, for more than 85 guests. The epic five-hour culinary adventure began with cocktails in the hotel’s courtyard.

“We leveraged this dining surprise as an opportunity to showcase our amazing quality and assortment of ingredients and the culinary expertise within H-E-B,” explained Martin Otto, H-E-B’s chief merchant officer. “Through this unveiling, we wanted to demonstrate that anyone can host this same culinary experience at home with access to the extraordinary ingredients and services from H-E-B.”

As the meal drew to a close, the team of H-E-B chefs introduced themselves to diners as the creators of the dishes. Otto then addressed attendees as associates brought out H-E-B shopping baskets filled with ingredients used throughout the repast.

The San Antonio, Texas-based grocer offers thousands of own brand products. Some more popular items include KODI by H-E-B coolers and tumblers, H-E-B MooTopia milk, Swoon by H-E-B ice cream, and H-E-B Meal Simple meal kits.