Craig’s/HEB Video Central

Craig’s, also known as HEB’s Video Central, was a video rental chain operated by HEB. Take a trip back to the early 90s and adopt a mindset where VHS is the most affordable and widespread home media format. VCRs had recently become cheap(-ish) devices, with the real money being made in renting the tapes they played. When thinking back to the heyday of video stores, most Houstonians probably have a mental image of a Blockbuster or Hollywood Video. While these two were around the longest, they weren’t the only competition in town. HEB wanted to create an experience that defied every expectation of in-store video rental you’d ever had. HEB’s goal was to develop Craig’s Video Central.

The stores started in the San Antonio area, where HEB had experienced tremendous growth. The concept quickly spread along I-35 up to Austin. The video shops outside of Houston, which used the name “HEB’s Video Central,” were quickly successful. They were praised for selection, price, and most of all, convenience. Given how well the video stores were performing, the corporate leadership decided to expand into Houston. However, they first had to overcome two obstacles. First, Randall’s had already developed a very successful in-store video rental chain. Second, there was insufficient space in their stores. At the time, HEB was focused on building the Pantry Foods chain in Houston. The footprint of these stores was tiny, with no delis, butchers, or bakeries.

The decision was made to continue to push the video stores into Houston. However, there would be a few changes. They would be built separately from the grocery stores, but still in the general area of an H-E-B. They would also try to push music and VHS purchases, as Blockbuster did. The “H-E-B Video Central” name would initially be used, as they hoped to rely on brand recognition. This would be quickly dropped for the Craig’s name.