There’s a new H-E-B related supermarket coming to Irving: Joe V’s Smart Shop by H-E-B, a spinoff concept from the H-E-B grocery chain, will open a location at 2407 W. Airport Fwy. on Friday, November 21.
This will be the third Joe V’s Smart Shop location in DFW. The first opened in Dallas in June 2024 at 4101 W. Wheatland Rd. — the first in Dallas and the first to open outside the Houston area, part of their expansion in the Dallas-Fort Worth area. A second location opened in far east Dallas in March 2025.
According to a release, Joe V’s will offer fresh high-quality products and the lowest prices in the marketplace. The company calls it “an innovative price format” — they frown on words like “discount” or “cheap.”…