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H-E-B almost ready to open Joe V’s Smart Shop in southern Dallas

The store is at 4101 W. Wheatland Road, near neighborhoods in southern Dallas, Duncanville and DeSoto.

H-E-B’s first Joe V’s Smart Shop in Dallas will open on Wednesday, June 12, at 7 a.m.

The 55,000-square-foot store at 4101 W. Wheatland Road in southern Dallas was a former Albertsons and was vacant for years. H-E-B gutted and rebuilt the building to house its value concept grocer focused on fresh foods.

The San Antonio-based grocery has updated its Joe V’s concept and in December opened the new concept in Katy near Houston. A second Joe V’s in Dallas will open next spring at 5204 S. Buckner Blvd. It’s a new building and under construction at the corner of Samuell Blvd.


Joe V’s stores carry the same private label and national brands as H-E-B, only fewer of them. The mustard section might have a few varieties and sizes instead of the several feet in the condiments section of a larger H-E-B.

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Exterior of the upcoming Joe V's Smart Shop at Wheatland Road, on Tuesday, May 14, 2024 in...
Exterior of the upcoming Joe V's Smart Shop at Wheatland Road, on Tuesday, May 14, 2024 in Dallas. (Shafkat Anowar / Staff Photographer)

The Wheatland Road store has hired 230 people so far and will have a total of 243 by opening, H-E-B spokeswoman Mabrie Jackson said. A hiring office and training center has been set up in the same shopping center.


When shoppers enter the store next month, they will see a large produce section at the entrance on the right. Individually prepared meals and pizzas ready to take home and bake are on the left.

Straight ahead is a sushi station and a hot Asian food grill. Beyond that is the meat and cheese department with a Latino cheese section. The bakery will make tortillas, pastries and bread on site, and the brand’s signature 8 for $1 bolillos.


The store’s walls are lined with refrigerated and freezer sections. Grocery aisles and general merchandise are in the middle of the store. There are 13 staff checkouts and several self-checkout lanes.

The store will not sell beer and wine. Alcohol is a small section in Joe V’s stores, when it is included, Jackson said.

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