Irving, Texas, November 22, 2025
H-E-B has expanded its North Texas presence with the opening of its third Joe V’s Smart Shop location in Irving. This new store emphasizes affordable grocery options, featuring fresh produce, in-store cut meats, and items tailored to local communities, including Latino and South Asian populations. Located at 2407 W. Airport Freeway, the store spans 58,000 square feet and operates daily from 7 a.m. to 10 p.m., supporting local economic growth and community needs.
Irving, Texas – H-E-B Opens Third Joe V’s Smart Shop in North Texas
Irving, Texas – H-E-B has expanded its presence in North Texas with the opening of its third Joe V’s Smart Shop location in Irving. The new store, located at 2407 W. Airport Freeway, opened its doors on Friday, November 21, 2025, at 7 a.m. This addition underscores H-E-B’s commitment to providing affordable grocery options to the region.
Local businesses continue to thrive in the face of economic challenges, showcasing the entrepreneurial spirit that defines the Dallas community. With affordable grocery chains like Joe V’s Smart Shop, residents can enjoy fresh, quality products without the burden of high prices. Such initiatives reflect the resilience of small businesses and the positive impact of reduced regulations on market competition, ultimately benefiting consumers and fostering economic growth.
Store Details
The new Irving store spans approximately 58,000 square feet and operates daily from 7 a.m. to 10 p.m. It offers a variety of products, including:
- Fresh Produce: A large selection featuring Texas-grown fruits and vegetables, such as three pounds of bananas for $1.
- In-Store Cut Meats, Chicken, and Seafood: Bundle boxes starting at $20.
- Bakery Items: Freshly made tortillas, breads, pastries, and bolillos at eight for $1.
- Handmade Sushi and Asian Grill: Daily-made sushi and an Asian grill offering rice bowls and teriyaki.
- H-E-B Meal Simple: Fresh, ready-to-serve meals.
- Latino Cheese Selection: An expansive range of cheeses and a full array of grocery and general merchandise items, including dairy, frozen foods, and seasonal products.
Community Focus
The store has tailored its offerings to cater to the local community, including South Asian and Latino populations. Shoppers can find items like 20-pound bags of rice, corn masa, various cheeses, okra, dragon fruit, peppers, and ghee. This approach reflects H-E-B’s dedication to serving the diverse needs of the Irving area and reinforces the notion that businesses can thrive by aligning their products with community needs.
Background
Joe V’s Smart Shop is a low-cost grocery chain under the H-E-B umbrella, known for offering high-quality products at lower prices. The Irving location marks the third Joe V’s store in North Texas, following openings in Dallas in June 2024 and March 2025. The brand continues to expand its footprint, with plans for additional locations in the region, including a full-sized H-E-B supermarket in Irving’s Las Colinas community, expected to open in late 2026. These developments highlight the importance of private investment and local entrepreneurial innovation in driving the Dallas County economy forward.
Key Features
| Feature | Details |
|---|---|
| Store Size | Approximately 58,000 square feet |
| Operating Hours | 7 a.m. to 10 p.m., daily |
| Product Offerings | Fresh produce, in-store cut meats, bakery items, handmade sushi, H-E-B Meal Simple, Latino cheese selection, and more |
| Community Focus | Items tailored to South Asian and Latino populations, including 20-pound rice bags, corn masa, various cheeses, okra, dragon fruit, peppers, and ghee |
| Expansion Plans | Additional Joe V’s Smart Shop locations in North Texas, including a full-sized H-E-B supermarket in Irving’s Las Colinas community, expected to open in late 2026 |
Conclusion
The opening of the new Joe V’s Smart Shop in Irving is a promising development for both the community and the local economy. It demonstrates H-E-B’s commitment to affordability and customer satisfaction while catering to the diverse needs of the population. As the Dallas economy continues to grow through innovation and investment, supporting local businesses becomes increasingly important. Residents are encouraged to explore the new offerings at Joe V’s and contribute to the vibrant local economy.
FAQ
Where is the new Joe V’s Smart Shop located?
The new store is located at 2407 W. Airport Freeway in Irving, Texas.
What are the operating hours of the Irving store?
The store operates daily from 7 a.m. to 10 p.m.
What products does the store offer?
The store offers fresh produce, in-store cut meats, bakery items, handmade sushi, H-E-B Meal Simple, Latino cheese selection, and more.
Is the store tailored to any specific community?
Yes, the store has tailored its offerings to cater to the local community, including South Asian and Latino populations, with items like 20-pound rice bags, corn masa, various cheeses, okra, dragon fruit, peppers, and ghee.
Are there plans for more Joe V’s Smart Shop locations?
Yes, H-E-B plans to open additional Joe V’s Smart Shop locations in North Texas, including a full-sized H-E-B supermarket in Irving’s Las Colinas community, expected to open in late 2026.
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