H-E-B expanding lower-priced Joe V’s Smart Shop concept

Marianne Wilson
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H-E-B plans to open two Joe V’s Smart Shop stores in Dallas.
H-E-B plans to open two Joe V’s Smart Shop stores in Dallas.

Joe V’s Smart Shop is headed to Dallas. 

In the first expansion of the value retail concept outside of Houston, H-E-B plans to open two Joe V’s Smart Shop locations in Dallas.  The stores will open at 4104 W. Wheatland Road in late summer 2024, and the other at 5204 S. Buckner Blvd. in spring 2025, respectively. 

Launched in 2010 and with nine locations to date, Joe V’s Smart Shop is described as an “innovative price format” that delivers a curated assortment of items, including the  “most relevant high-quality, fresh products H-E-B is known for at even lower prices.”  

Stores average 55,000 sq.-ft. and carry tortillas and sushi made in-house along with chef-inspired meals, fresh cut fruit, in-store cut meat and more. H-E-B said it leverages operational efficiencies and new technologies to keep prices low.

In April, the grocer unveiling the rebranding and updating of its convenience store banner to its new H-E-B Fresh Bites model. 

“With the introduction of Joe V’s Smart Shop to Dallas, we are excited to build on our longstanding presence in the area and commitment to serve more customers in this dynamic and growing part of Texas,” said  Roxanne Orsak, COO, H-E-B.“As a multi-format reatiler, we have developed a variety of brands and formats to best serve our customers across the state.”

H-E-B has been expanding its footprint in the Dallas-Fort Worth metroplex area through its Central Market stores, which were introduced to the area in 2001, and have locations in Dallas, Plano, Southlake, and Fort Worth.  H-E-B stores have also long served communities near the metroplex, including Burleson, Hudson Oaks, Granbury, and Waxahachie. 

H-E-B opened stores in Plano and Frisco late last year.  The grocer plans to open stores in McKinney, Allen, Alliance, and Mansfield, which are currently under construction. 

Additionally, It also operates Favor Delivery, an on-demand delivery service that serves hundreds of communities throughout the state, including 29 cities across the metro area.
The largest privately held employer in Texas, San Antonio-based H-E B has more than

420 stores and 145,000 employees in Texas and Mexico.