HOUSTON — H.E. Butt Grocery Co. broke ground here this week on what would be its fourth location for the discount Joe V's Smart Shop banner.
The third location, in the northwest area of Houston, is slated for an Aug. 31 opening. San Antonio, Texas-based H-E-B debuted the no-frills, price-impact Joe V's banner in 2010 with two locations in the northern and eastern areas of Houston.
The stores offer a limited assortment of discounted grocery items in a warehouse-style format with a full selection of perishables.
The expansion in Houston comes as rival discounters Aldi and Trader Joe's are also reported to be eyeing the Houston market. Last year Trader Joe's — which has yet to open any stores at all in Texas — filed a lawsuit to stop H-E-B from using the Joe V's name.