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H-E-B opens first Joe V’s discount store in Dallas

joe v's smart shop

Expanding its brand into the DFW Metroplex, Joe V’s Smart Shop by H-E-B BB #:106490 officially opened its Wheatland Road store in Dallas, the first location to open outside the Houston area.

The 55,000-square-foot store will provide the high-quality, fresh products H-E-B is known for at even lower prices with an assortment that’s uniquely curated for the community.

The store at 4101 W. Wheatland Road will be open seven days a week from 7 a.m. to 10 p.m.

Joe V’s Smart Shop is an innovative price format focused on offering the best prices for the freshest, highest-quality products such as fresh produce, in-store cut meats, tortillas and breads made in store, and sushi made daily. Part of the H-E-B family of brands, Joe V’s Smart Shop uses innovative ways to reduce costs throughout its operations and passes those savings on to its customers, also fondly known as Smart Shoppers.

At Joe V’s Smart Shop, customers will find departments with high-quality, fresh products including:

  • Large produce department with Texas-grown selections delivered daily and a wide assortment of fresh-cut, ready-to-serve fruits and vegetables.
  • A wide variety of fresh in-store cut meat, chicken, and seafood options, including $20 bundle boxes and Texas-sized Club Packs.
  • Bakery featuring in-store made tortillas, bolillos, pastries, and breads.
  • Sushiya offering handmade sushi selections made in-store daily and an Asian grill with rice bowls, teriyaki, and more.
  • H-E-B Meal Simple selection with fresh, convenient chef-inspired meals.
    Expansive Latino cheese selection.
  • Selections in grocery and general merchandise departments including dairy, frozen foods, seasonal items, cookware, small appliances, and toys.
  • Several options for nutritional supplements, medications, personal hygiene, and baby essentials.
  • Convenient self-checkout lanes.

“We’re thrilled to open our first Joe V’s Smart Shop in Dallas, allowing us to serve more Texans with our commitment to quality and friendly customer service,” said Roxanne Orsak, H-E-B Chief Operating Officer. “Along with our dedicated Partners, we are excited to provide this community an incredible shopping experience with an emphasis on offering the freshest products delivered daily at the lowest prices in the marketplace.”

In honor of the grand opening and company’s spirit of giving, Joe V’s Smart Shop announced gifts that total $30,000 to area nonprofits with $10,000 each going to support Harmony Food Pantry & Resource Center in Dallas, Duncanville ISD Panther Pantry, and Duncanville Outreach Ministries/Food Bank. Last month, in anticipation of the store’s opening, Joe V’s Smart Shop donated a book vending machine to Dallas Independent School District’s McNair Elementary School. The vending machine is stocked with 500 free books for elementary-age learners. The donation is part of a new initiative focused on gifting a book vending machine to a local school in honor of each Joe V’s Smart Shop grand opening.

As Joe V’s Smart Shop opens in Dallas, the company continues to be an economic driver across the state. The Wheatland store will employ over 250 Partners, with most hired from the local community and nearby neighborhoods. Joe V’s Smart Shop provides training, competitive pay, a robust benefits package, and career and leadership development. To search for job openings, visit

Work has already started on a Joe V’s Smart Shop at 5204 S. Buckner Blvd. in Dallas, which is expected to open in spring 2025. Joe V’s Smart Shop launched in 2010 and currently employs more than 2,000 Partners across 10 stores in the Houston area.

As a multiformat retailer, H-E-B operates Joe V’s Smart Shop, Central Market, and Mi Tienda stores in the Houston area. H-E-B also operates Favor Delivery, an on-demand delivery service that serves hundreds of communities throughout the state. A proud brand of H-E-B, Joe V’s Smart Shop is committed to the DFW area for the long term and hopes to serve even more of the Metroplex in the future.

About Joe V’s

Joe V’s Smart Shop is an innovative price format that delivers a uniquely curated assortment of community-focused products, and the high-quality, fresh products H-E-B is known for at even lower prices. Joe V’s Smart Shop is committed to delivering the lowest prices in the marketplace with the highest quality fresh products for its customers, also fondly known as Smart Shoppers.

About H-E-B
H-E-B, with sales of $43 billion, operates more than 435 stores in Texas and Mexico. Known for its innovation and community service, H-E-B celebrates its 118th anniversary this year. Recognized for its fresh food, quality products, convenient services, and a commitment to environmental responsibility and sustainability, H-E-B strives to provide the best customer experience and lowest prices. Based in San Antonio, H-E-B employs over 160,000 Partners in Texas and Mexico and serves millions of customers in more than 300 communities. For more information, visit and the H-E-B Newsroom.