H-E-B dished a big surprise to media, influencers and foodies March 8 in Austin, Texas, at a one-night-only dining experience under the pretense of “ITK Restaurant Group.” Between the Herb-infused Tenderloin and the Raspberry Lavender Demi, H-E-B was revealed as the true host behind the event.
H-E-B is one of the nation’s leading independent food retailers and the largest privately-held employer in Texas.
“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,” said Martin Otto, chief merchant officer, H-E-B. “Through this unveiling, we wanted to demonstrate anyone can host this same culinary experience at home with access to the extraordinary ingredients and services from H-E-B.”
Serving up a surprise
H-E-B entertained more than 85 attendees at Hotel Saint Cecilia under the name of ITK Restaurant Group (name derived from the company’s “In the Kitchen” content series inspiring customers to cook from home). The event began with cocktails in the courtyard and proceeded to the evening’s main event—a six-course dinner featuring dishes ranging from Black Garlic Winter Squash Risotto to Ginger Halibut Ceviche.
As buzz and chatter about ITK Restaurant Group grew and the meal neared its final course, the team of H-E-B chefs surprised guests as the creators behind the culinary creations. Otto addressed attendees as team members carried out H-E-B shopping baskets filled with ingredients used throughout the meal. Guests then mingled with chefs and departed with the knowledge needed to look no further than the neighborhood H-E-B to create memorable meals in the comfort of home—no reservation needed.
H-E-B, with sales of $25 billion, operates 400 stores in Texas and Mexico. Known for its innovation and community service, H-E-B celebrates its 114th anniversary this year. Based in San Antonio, H-E-B employs over 110,000 Partners in Texas and Mexico and serves millions of customers in more than 300 communities.