Attention ‘Smart Shoppers’: H‑E‑B Opens Joe V’s Smart Shop Grocery in Southern Dallas

The brand's first location outside the Houston area has opened on Wheatland Road with the fresh products H-E-B is known for "at even lower prices with an assortment that’s uniquely curated for the community." One of those curated offerings is products from local barbecue legend Smokey John's BBQ.

Texas grocery giant H-E-B has opened its first North Texas Joe V’s Smart Shop by H-E-B at 4101 W. Wheatland Road in Dallas, the first location to open outside the Houston area. One thing that sets this store apart: its exclusive partnership with local barbecue legend Smokey John’s BBQ.

Oak Cliff natives and co-owners of the award-winning Smokey John’s BBQ, Brent and Juan Reaves, inked a deal with Joe V’s Smart Shop to stock their BBQ Rub, coveted BBQ Sauce, and famous Banana Pudding on the store’s shelves. The banana pudding, hailed as their grandmother’s recipe, was available at Joe V’s starting Wednesday, June 12th—the day of the store’s grand opening.

By offering affordable, high-quality food—including the Reaves brothers’ signature items—Joe V’s aims to make a positive impact on the community.

Cutting the ribbon at the Wheatland Road Joe V’s Smart Shop in Dallas. [Photo: H-E-B]

The company said the 55,000-square-foot store will provide the fresh products H-E-B is known for at even lower prices with an assortment that’s uniquely curated for the community. Curious about the company’s name? It’s the namesake of Joe Villarreal, Joe V’s director of retail operations and a driving force behind the brand. (We reported last year that H-E-B was expanding the Joe V’s Smart Shop presence to North Texas.)

In the announcement, H-E-B’s chief operating officer, Roxanne Orsak, said Joe V’s and its partners are excited to provide the community with an “incredible shopping experience with an emphasis on offering the freshest products delivered daily at the lowest prices in the marketplace.”

Smokey John’s Reaves said he’s proud to bring a taste of local flavor to the store. “Through [our] partnership, we’re able to give back to a neighborhood where we grew up, and that has meant so much to our entire family,” he said, calling it a “full-circle moment” for his family and its BBQ brand.

Attention ‘Smart Shoppers’

Line forms outside the new Joe V’s Smart Shop in Dallas. [Photo: H-E-B]

H-E-B said that Joe V’s Smart Shop offers an innovative price format that focuses 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. As a 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, which the company said are known as Smart Shoppers.

Per Joe V’s, here’s what customers will find in the store’s departments:

  • 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.

Community impact—and a second Smart Shop on the way in Dallas

Scene from the opening of Joe V’s Smart Shop in Southern Dallas. [Photo: HEB]

H-E-B said that in honor of the grand opening, 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.

In May, 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 company said that 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.

The Wheatland store will employ more than 250 people, with most hired from the local community and nearby neighborhoods.

The company said that work already has begun 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 people across 10 stores in the Houston area, the company said.

With sales of $43 billion, San Antonio-based H-E-B 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.

“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,” Orsak said.

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