H-E-B's Tap-to-Pay Experiment: A Stealthy Pilot at a Dallas Central Market

The Central Market on Lovers Lane will test H-E-B's digital tap-to-pay system. (ICYMI: No, H-E-B doesn't have tap-to-pay yet.)

By Lauren Drewes Daniels

August 2, 2024

Image: Guess we shouldn't whine too much about having to pull out an actual credit card when this used to be part of the shopping experience.

Guess we shouldn't whine too much about having to pull out an actual credit card when this used to be part of the shopping experience. Photo by Evergreens & Dandelions on Unsplash

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H-E-B, the parent company of Central Market, is known as a technological leader in the grocery industry. The Texas-based company has long weaved together grocery shopping and technology, both for customers and behind the scenes. That's why it's almost startling to pull out your phone and tap it atop a point-of-sale device at H-E-B and ... nothing happens.

So you mumble, "Oh, yeah, you guys don't do that ... " which is something usually saved for gas stations in rural Missouri, where it makes sense.

Hopefully, you brought your wallet and don't have to sprint to the car to get it since you just spent an hour fighting through the aisles.

Well, hot off the tech wire this week: H-E-B will test tap-to-pay technology. (What's to test, right? Pretty sure it's all nailed down by this point.) Mabrie Jackson, the public affairs managing director for H-E-B, Central Market and Joe V's shared a few details with us.

It’s 2024 why the hell can’t I tap to pay @HEB
— Samuel L. Blackson 🐊 (@floridasam) July 27, 2024

"We are launching a one-store pilot program to test digital tap-to-pay systems, starting at our Lovers Lane Central Market in Dallas," Jackson said. "While we hope to offer these tap-to-pay services at more stores in the future, currently, there is no timeframe to expand this service beyond the one pilot location."

the fact that HEB still doesnt take tap/apple pay is batshit insane (yes i just had to leave with no groceries because i forgot my card)
— a (@likeIyangel) January 29, 2024

For a company that responds to disasters faster than the Red Cross and became a model of preparedness during the pandemic, this feels so off-brand. Not only do they have tech savvy, but they also seem to have a crystal ball, begging the question: What do they know that we don't?

We queried Google on the benefits of using contactless payments, and it responded with, "Why are you even asking that?" Data shows that contactless payments and tap-to-pay are skyrocketing, for both businesses and consumers, surging in popularity since the pandemic.

Heb is ass for not having tap to pay.
— Sway Swaggins (@Frodo_Htx) July 14, 2024

So, it's all on you, Central Market on Lovers Lane. Please don't mess this up. Just tap and move along. Be a leader.

Lauren Drewes Daniels is the food editor of the Dallas Observer. She started working as a freelance writer in 2013 and became editor in 2021. She covers Dallas' evolving dining scene, the many openings and closings as well as trends and breaking news. She oversees annual lists including Top 100 Bars and Top 100 Restaurants and contributes to the Best of Dallas. If you have a tip about an amazing pastry, pie or taco, let her know.

A message from Food & Drink Editor Lauren Drewes Daniels: If you value independent journalism, please consider making a contribution to support our continued coverage of Dallas' evolving dining scene and the latest culinary innovations our community offers.

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