Herbie’s Market Opens in Nebraska Union with Amazon’s ‘Just Walk Out’ Technology
The University of Nebraska-Lincoln is introducing a cutting-edge shopping experience with the opening of Herbie’s Market in the Nebraska Union. The market, which had a soft opening from March 18-21 and officially launched with a grand opening on March 25, features Amazon’s innovative Just Walk Out technology, allowing customers to bypass traditional checkout lines.
Herbie’s Market, located inside the Nebraska Union, aims to provide convenient access to fresh food and essential items for students, faculty, staff, and visitors. The market operates with extended hours, opening at 7 a.m. and closing at 1:30 a.m. Monday through Thursday, and 9 p.m. on weekends.
“The Nebraska Union has always been more than just a building — it’s the living room of our campus, a place where students come together to study, connect and unwind,” said Lucas Novotny, executive director of housing and dining services. “The addition of Herbie’s Market is another step forward in ensuring that this space continues to serve our entire community.”
To use Herbie’s Market, customers enter by scanning a payment method. They can then select their items and leave without waiting in line. Amazon’s technology automatically tracks purchases and charges the provided payment method.
“This market isn’t just about convenience — it’s about care,” Novotny said. “By bringing Herbie’s Market into the heart of campus, we are reinforcing our commitment to student well-being and ensuring that every student has the resources they need to thrive.”
In addition to this ease of use, the market accepts various payment methods, including Dining Dollars for students and credit or debit cards for faculty, staff, and visitors.
Initial feedback on the market has been positive, and the university plans to operate Herbie’s Market 24 hours a day after an initial testing period. Access outside of normal Nebraska Union hours will be by NCard through the building’s west doors. The grand opening event on March 25 included a ribbon-cutting ceremony, giveaways, and free snacks for attendees.
“This technology allows us to meet Huskers where they are, providing a cutting-edge shopping experience that matches the fast-paced lifestyle of today,” Novotny said.
The University recognized contributions from University Housing and Dining staff, campus partners, and students in bringing Herbie’s Market to life.
