The Dallas Morning News reports that H-E-B will bring its Joe V’s Smart Shop format, which emphasizes low prices on fresh foods, to the Dallas-Fort Worth market with two new stores there.
One will open in southern Dallas in late summer 2024, and the other will open in east Dallas in spring 2025. “These Joe V’s stores will be the first to open outside of Houston where the format was founded in 2010 and where the 10th Joe V’s is under construction,” the story says.
The News puts the Joe V’s concept in context:
“The value concept that’s focused on produce, meat and seafood, leverages H-E-B’s $38 billion a year grocery business to offer low prices, while it includes amenities that H-E-B is known for such as an in-store bakery that makes tortillas daily and butchers cutting and packing fresh meat in the store.”
According to the story, H-E-B “expects some pushback about its decision to bring Joe V’s instead of H-E-B stores to the two Dallas neighborhoods. H-E-B said in March 2021 that it would expand into D-FW with all its concepts and so far has opened two H-E-B stores in Frisco and Plano with two more opening this year in McKinney and Allen. Other H-E-B stores are under development in Denton and Tarrant counties. Its Dallas-based Central Market division came first in 2001 and has six D-FW stores.”
KC’s View:
If there’s backlash, I suspect it will be minimal and brief. H-E-B has earned enormous customer loyalty and brand equity, and its ability to on different value propositions with a variety formats – its eponymous stores, Central Market and Joe V’s – has to be respected. And envied.
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