H-E-B has an incredibly strong brand with millions of customers, all built upon the fact that you know Texas better than anyone. 

That shows in a survey of Texas Upside users that we recently conducted. More than 75% of our respondents have shopped at an H-E-B in the past month. But at the same time, only 51% of them said that H-E-B is their primary grocery store. For a lot of Texas shoppers, loyalty is still very much up for grabs.

In fuel, where we have a robust nationwide presence, we’ve consolidated spend and driven more customers to our retail partners year after year. Our expansion into Texas grocery is just beginning, but it’s clear these shoppers are primed for consolidation — and by acting on this opportunity, H-E-B can claim a massive first-mover advantage.

What we learned about Texas grocery shoppers 

Nearly every Upside user in Texas was the primary grocery shopper. More than 94% of users in our survey of Texas shoppers said they called the shots for their households. These shoppers visit grocery stores frequently, and when they go to shop, they’re willing to spend.

Our research shows that Upside users in Texas shop for groceries frequently — averaging 6.7 trips per month and spending $159 per trip, with an average household size of 3 or more. But right now, they’re spreading that spend across multiple banners. On average, these shoppers visit three different grocery stores every month, and 1 in 4 shop at four or more.

That fragmentation is not because these users aren’t influenceable — it’s because Upside hasn’t yet brought a grocery partner into their area. In markets where we do have strong grocery coverage, we’ve proven our ability to consolidate spend and shift consumer behavior, just as we’ve done for years in fuel.

What we’re seeing in Texas is white space — and a window of opportunity for H-E-B. These are shoppers who already shop at H-E-B but haven’t committed to a primary store. With personalized, real-world offers delivered through Upside, H-E-B can become the banner they choose more often — and claim a first-mover advantage before that loyalty solidifies elsewhere.

So where are Upside users shopping in the meantime, in addition to H-E-B?

1. Walmart (88% said they’d been in the past month)
2. Kroger (65%)
3. Costco (34%)
4. Aldi (25%)

These shoppers visit multiple banners because they seek value, but it’s not just about low prices or finding the cheapest deals. Cross-shopping customers do care about prices, but they also shift their trips based on other criteria, too:

1. 71% prioritize price
2. 48% prioritize convenience
3. 47% prioritize product selection

The opportunity for retailers like H-E-B

As the data shows, most of these shoppers are already interacting with your brand — but they haven’t fully committed. That window of influence is open, and with competition intensifying, the actions taken now will shape who wins that next trip.

Upside gives grocers a strategic edge: personalized, real-world offers that redirect spend before loyalty solidifies elsewhere. We don’t replace your app or digital incentives—we become the behavioral tie-breaker that helps shoppers choose you more often, right when it matters most.

Let’s partner to bring more shoppers to H-E-B in key markets like Dallas.

Get in touch with our team of grocery experts to learn more.