Texas supermarket giant H-E-B broke ground on its first Joe V's Smart Shop in Dallas.

According to a release, the event took place on December 20 at the store's location at 4101 W. Wheatland Rd. in southern Dallas, with remarks from H-E-B leadership and other community leaders.

This will be the first Joe V’s Smart Shop by H-E-B in DFW, as well as the first Joe V’s Smart Shop location outside of the Houston area.

The location is expected to open in late summer 2024.

Joe V’s Smart Shop launched in 2010 and has nine stores in the Houston area. The company describes it as an "innovative" price format, a nice word for discount, with a "uniquely curated assortment", a nice way of saying it has a smaller selection than a regular H-E-B.

They're opening two stores in the Dallas area, both south of I-30. The store at 4101 W. Wheatland Rd., at Highway 67, is slated to open in late summer 2024.

A second store is opening at 5204 S. Buckner Blvd. at the corner of Samuell Street, set to to open in spring 2025.

Joe V's is smaller than a full-size H-E-B with a smaller selection, carrying about 9,000 items, versus a traditional supermarket's 37,000 items.

They'll still offer features such as:

• in-store made H-E-B Bakery tortillas
• H-E-B Sushiya sushi made in-house
• chef-inspired H-E-B Meal Simple assortments
• in store baked breads and pastries

Each store is typically 55,000 square feet in size and employs about 150 people.

“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,” says Roxanne Orsak, H-E-B Chief Operating Officer.

In the DFW area, H-E-B has opened stores in Frisco, Plano, and McKinney. Other H-E-B stores the retailer has officially penciled in for the Metroplex are in Melissa, Prosper, Rockwall, Alliance/Fort Worth, and Mansfield.