AUSTIN, Texas — "Here everything's better," has always been a great slogan for H-E-B – until it came time to pay for your favorite items.
Texans have long been frustrated by the antiquated checkout options at their neighborhood H-E-B stores. The Texas-based grocery chain has been one of the major holdouts on using Apple Pay, alongside Walmart.
In 2023, supermarket chain Kroger decided to accept tap-to-pay technology due to high customer demand. Now, H-E-B appears to be doing the same.
Earlier this week, H-E-B launched a pilot program that allows customers to pay at the register with their card by using Apple Pay, Google Pay or Samsung Pay.
The catch? The pilot program was only launched at one store: a Central Market on East Lovers Lane in Dallas.
"At H-E-B, we’re always exploring a broad range of technologies to enhance how our customers shop and pay for products," a spokesperson told KVUE in a statement.
H-E-B also said it hopes to offer tap-to-pay services at more stores in the future but doesn't have plans to share at this time.
