Dive Brief:

• H-E-B and its Central Market banner announced Monday the launch of credit cards with unlimited cash back — 5% for the grocer’s private brand items and 1.5% for all other items. The H-E-B Visa Signature Credit Card and Central Market Visa Signature Credit Card have the cashback feature available at H-E-B, Central Market, Joe V’s Smart Shop and Mi Tienda stores.
• Both cards also offer unlimited 5% cash back on orders through H-E-B’s Favor Delivery service as well as unlimited 1.5% cash back on all other products and purchases at H-E-B banners and locations such as its fuel stations and restaurants such as True Texas BBQ and SouthFlo Pizza.
• H-E-B is positioning the credit cards as a way for customers to receive flexible redemption options and additional cost-saving benefits. 

Dive Insight:

While the cashback feature is the main one that H-E-B is spotlighting, the grocer also noted that the cards have additional benefits, including instant access to a virtual version of their card; personalized travel and lifestyle specials; and, for eligible participants, no impact to their credit score. 

The announcement noted that neither card has an annual fee and that customers get the 1.5% cashback not only by shopping at H-E-B but also for all other Visa-eligible purchases at other vendors like movie theaters, gas stations online retailers and more. 

H-E-B Group Vice President of Marketing Ashwin Nathan said in the announcement that the new credit cards are part of the Texas grocery company’s efforts to offer “innovative, quality programs” that help shoppers save. 

“With the H-E-B and Central Market credit cards, we’re offering Texans a more rewarding shopping experience that provides savings wherever they shop and gives H-E-B and Central Market fans a premium benefit on their favorite products,” Nathan said. 

Along with the two new Visa Signature Credit Cards, H-E-B launched last September its H-E-B Debit Card account, which lets customers access several benefits and perks such as 5% cashback on H-E-B private label items. 

That same month, DoorDash and Chase announced plans to launch a DoorDash and Mastercard credit card — a first for the e-commerce service provider. 

Chase also partnered with Instacart to launch a co-branded credit card last month.