Supermarket giant H-E-B is continuing its expansion in the DFW Metroplex with plans to open a sibling concept: Called Joe V’s Smart Shop by H-E-B stores, it's a cheaper version of H-E-B, and will open two stores in the Dallas area, both south of I-30.

Joe V’s Smart Shop launched in 2010 and has nine stores in the Houston area. These will be the first outside the Houston area, as follows:

• 4101 W. Wheatland Rd., at Highway 67, set to open in late summer 2024
• 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 offer a price-conscious shopping experience but still with features such as:

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

To provide these high-quality items and keep prices low, they leverage operational efficiencies and new technologies.

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.

As a multi-format retailer, H-E B also operates Central Market, Joe V’s Smart Shop, and Mi Tienda stores, as well as Favor Delivery.

Central Market came to DFW in 2001 and has locations in Dallas, Plano, Southlake, and Fort Worth. H-E-B stores around the Metroplex include Burleson, Hudson Oaks, Granbury, and Waxahachie, plus newer stores in Plano and Frisco that opened in 2022.

More H-E-B stores are coming to McKinney, Allen, Alliance, and Mansfield, which are currently under construction.