H-E-B’s plan to open its first store within Dallas city limits has encountered opposition from local residents. The San Antonio-based grocery chain intends to build a 127,000-square-foot store on nearly 10 acres along Interstate 635 at Hillcrest Road. The company purchased the land earlier this year, and while some shoppers welcomed the news, the project requires a zoning change from low-rise commercial to regional retail. This would permit a building up to 70 feet tall with substantial lot coverage.
Supporters of the new store argue that it would address a lack of retail options in North Dallas and highlight H-E-B’s reputation as a responsible business. They also believe concerns about increased traffic are overstated.
However, several homeowner groups have voiced strong objections. Their concerns include potential congestion, truck loading zones, and design compatibility with the neighborhood. The Hillcrest Forest Neighborhood Association has circulated petitions against the project, describing the proposed store as “out of character” for the area and warning it could add 6,000 cars daily to an already busy intersection.
The resistance reflects ongoing development disputes in affluent North Dallas neighborhoods. Previous projects like Pepper Square redevelopment faced similar challenges nearby. Some critics suggest H-E-B should consider relocating to larger sites such as the former Valley View mall property two miles away, which is already zoned for retail use.
Mabrie Jackson, H-E-B’s public affairs director, stated that since January the company has engaged with neighbors and remains committed to being “a good neighbor.” The rezoning request will be reviewed by the Dallas City Plan Commission before proceeding to the City Council. If approved, construction is not expected to begin soon; 2028 is cited as the earliest possible opening date.
Since entering Dallas-Fort Worth in 2022, H-E-B’s expansion has prompted competitors like Walmart, Kroger, and Tom Thumb to increase their investments in North Texas. Kroger recently announced plans for four new stores in the region.
