H-E-B to Construct New Joe V’s Smart Shop Locations in Houston and Dallas
H-E-B plans to develop a Joe V’s Smart Shop grocery store near the City Park community in Houston near Highway 288. According to a filing with the Texas Department of Licensing and Regulation, the proposed Joe V’s Smart Shop will consist of a 56,786-SF mixed-use building at 1227 W. Orem Drive at Highway 288.
Project Investment and Timeline
Regarding the project details, the cost is estimated at nearly $11.9 million. Construction on the project is estimated to begin in May 2026 and finish in June 2027, according to TDLR.
The Joe V’s Smart Shop Concept and Offerings
Joe V’s Smart Shop by H-E-B is an innovative price format the company launched in 2010. H-E-B introduced Joe V’s Smart Shop in 2010 in Houston with a goal of offering low-price, high-quality groceries. Joe V’s Smart Shop is an H-E-B brand that offers a price-conscious shopping experience and provides customers with in-store made bakery tortillas, Sushiya sushi made in-house daily, Meal Simple chef-inspired meals, fresh cut fruit, organic selection, fresh in-store baked breads and pastries and fresh in-store cut meat.
To provide these high-quality items and keep prices low, H-E-B said it leverages operational efficiencies and new technologies are added to enhance the shopping experience. The stores sell cut meats, fresh produce, tortillas and breads made in store, and sushi. Each store is typically 55,000 sq. ft. in size and employs about 150 partners, who are eligible to receive the great pay and benefits available to partners across brand stores.
Strategic Expansion Across Texas
Continuing its expansion in the DFW Metroplex, H-E-B is set to open two Joe V’s Smart Shop by H-E-B stores in Dallas, the first locations the multi-format retailer will open outside the Houston area. Roxanne Orsak, H-E-B Chief Operating Officer, said in an announcement: “As we open our 14th Joe V’s Smart Shop, we’re excited to serve more Texans and expand our presence in North Texas.” In November, Joe V’s Smart Shop opened its first store in Irving near Dallas. The new location adds to 11 Joe V’s Smart Shop stores in the Houston area and three in Dallas-Fort Worth area. The stores collectively employ 2,720 people.
Planned Store Data and Locations
The following details outline the upcoming expansion sites based on recent filings and announcements:
- Houston (1227 W. Orem Drive): 56,786-SF mixed-use building; Estimated completion June 2027; Cost: $11.9 million.
- Dallas (4101 W. Wheatland Road): Located at the corner of W. Wheatland Rd. and Highway 67; Expected to open in late summer 2024.
- Dallas (5204 S. Buckner Blvd.): Located at the corner of Buckner Blvd. and Samuell St; Expected to open in spring 2025.
- North Houston (I-45 and West Road): 55,000-SF store in a former Fry’s Electronics location; Opened in August.
Market Context
Houston has been a market for expansion and innovation in the overall grocery sector as the population grows. San Antonio-based H-E-B has more than 455 stores in Texas and Mexico, and as a multi-format retailer, H-E-B currently operates Central Market stores across Texas, as well as Joe V’s Smart Shop and Mi Tienda stores in the Houston area.
