Ssshh, it's still kind of a secret but the new H-E-B in Frisco officially opened on September 21.

This is the first H-E-B to open in the Dallas area, and it's a flagship store with 118,000 square feet and all of the bells and whistles that a supermarket chain can add to a single store.

That means a location of True Texas BBQ, their in-house barbecue restaurant; a full-service pharmacy with drive-thru; and Home by H-E-B, a home décor department featuring furniture, woven textiles, and accent pieces from the Haven + Key and Texas Proud collections.

This location also has a new sushi line that includes sushi and sashimi by the pound and a DFW Roll, made with avocado, cucumber, spicy tuna, and salmon; a new Café Ole coffee blend called Taste of DFW, which they say is medium bodied with caramel, chocolate, and pecan; and bakery items like chapati and roti breads.

"Opening our flagship H-E-B format in the DFW area has been an aspirational goal of ours for many years, and the company has a long-term commitment to serve a broad range of customers and communities across North Texas,” said Stephen Butt, President – Central Market Division, and H-E-B Board Member. “The DFW Metroplex is among the most competitive markets in the nation, and our H-E-B Partners are committed to work hard every day to earn the trust of our customers.”

The H-E-B Frisco store is located at 4800 Main Street in Frisco. The store will be open seven days a week from 6 a.m. to 11 p.m.

Additional store highlights include:

• Bakery featuring breads, cakes, and tortillas
• Deli department with cheese and a charcuterie station
• Sushiya offering handmade sushi selections made in-store daily and an Asian grill with rice bowls, teriyaki, and more
• H-E-B Meal Simple with convenient meals prepared in store
• Cooking Connection with live demonstrations and samplings of recipes to make at home
• Produce, meat, floral, beer, frozen foods sections
• Craft beer and wine with sampling station
• Healthy Living department with bulk food items, sports nutrition products, and supplements
• Backyard department, featuring plants, pottery, grills, and outdoor essentials
• Beauty department with a wide selection of cosmetics and other beauty items
• Pet department featuring Heritage Ranch by H-E-B pet food, where 1 percent of sales from the product line supports Texas animal shelters

Design
H-E-B designed the store to reflect the Frisco community, plus energy-efficient inclusions such as CO2 refrigeration units, LED lighting, native landscaping and an outdoor community space.

Art installations from local artists are featured throughout a two-acre greenspace next to the store including a mosaic bench from Wanda Montemayor, which used tiles decorated by H-E-B Partners, art teachers, firefighters, area kids, and other locals; fruit sculptures from Luke Sides; and interactive sculptures from Robertus van der Wege, who created two metal structures, a large cargo bike and shopping cart.

It's also Insta-friendly: There's an installation of the FRISCO letters where people can stand in as the letter “I”.