H-E-B to Open First Dallas-Area Joe V’s Smart Shop

Joe V’s Smart Shop, a discount grocery chain by H-E-B, opened its first location outside of the Houston metro area in Dallas on June 12th. Located at 4101 W. Wheatland Road, this new store marks the beginning of H-E-B’s expansion into the Dallas area. Last year, H-E-B announced plans for two Joe V’s Smart Shop locations in Dallas. The second location, at 5204 S. Buckner Boulevard, broke ground in March and is slated to open in spring 2025.

Eager shoppers showed up in big numbers for the grand opening, many arriving before dawn to camp out in line. A local high school marching machine drumline played as the doors opened for the first time. The 55,000-square-foot store is a streamlined, economical version of a standard H-E-B store, which typically spans approximately 100,000 square feet. It includes a large produce department, extensive selection of fresh meat including $20 bundle boxes, handmade sushi, and an extensive Latino cheese selection. This location omits several higher-end departments, such as home goods, an outdoor department, cooking demonstrations, and a floral department. But what Joe V’s lacks in product assortment, it makes up for in low prices. Shoppers have responded positively to the competitive prices and high-quality H-E-B products.

The building housing Joe V’s was originally an Albertson’s, which opened in 1985 and closed in 2004. For two decades, the space remained vacant, leaving the neighborhood with limited fresh grocery options. The city of Dallas has long sought solutions to address food insecurity in this area and to revitalize grocery store options in southern Dallas. Various discount stores have come and gone over the years. Although Joe V’s is also a discount store, it leverages the extensive buying power of over 435 H-E-B stores and $43 billion in annual sales to offer a wide selection of inventory at competitive prices, including marked-down and discontinued inventory from H-E-B warehouses.

In addition to creating 250 jobs, H-E-B brings a philanthropic spirit to the community. As part of the opening, Joe V’s Smart Shop donated $10,000 each to the Harmony Food Pantry and Resource Center in Dallas, the Duncanville ISD Panther Pantry, and Duncanville Outreach Ministries/Food Bank. Additionally, Joe V’s donated a book vending machine stocked with 500 free books to nearby McNair Elementary School.

Joe V’s Smart Shop launched in 2010 and currently employs more than 2,000 partners across 10 stores in the Houston area. The new 50,000-square-foot store will occupy the former site of an Albertsons grocery store, which closed in 2004.