There’s nothing quite as frustrating as pulling up to the curbside pickup area at your local H-E-B, only to check in and then sit idling in your vehicle for 15 to 20 minutes. That’s not to say those curbside delivery staffers aren’t working hard – but sometimes a post-work pickup time slot is just far too popular.
But the San Antonio-based company just rolled out a new feature that could make the experience a little quicker. Once you get that thrilling push notification that your order is ready for pickup (and hopefully letting you know all your items are in stock), a new button appears, allowing shoppers to notify the store they’re on the way.
“The feature launched earlier this month at all stores with Curbside,” an H-E-B spokesperson tells MySA. “The ‘I’m on the way’ feature gives our Partners a head start on getting the orders ready and allows us to make pickup more convenient for our customers.”
MySA tried out this new service last week and noticed a shorter wait time. So, it’s fair to say the new feature is already making a difference in the shopping experience.
This is just one of many updates to the My H-E-B App over the past year or so. Back in March 2025, the company announced a major update rollout – a change that was visible in every customer’s app by the end of last summer.
Push notification preferences were introduced at this time, allowing shoppers to decide when they’d receive a notification directly from the app or a text message (or both). It was at this time that the Texas grocery chain first announced that the button to notify stores when you’re on the way would eventually roll out. That day has come, and shopping curbside has gotten that much more efficient.
“At H-E-B, we understand that it’s not the best customer experience to be bombarded with notifications constantly. That’s why we wanted to change the H-E-B app. We made it easier for our customers to choose what notifications they get and when – proverbially putting the ball back in the court of our customers so they define their own experience,” H-E-B officials said in a statement.