Texans love H-E-B. But Texans living in many parts of Dallas-Fort Worth had to drive to cities south and west of the immediate metroplex, like Burleson, Hudson Oaks, or Waxahachie to find the closest stores. That changed this fall when the grocer opened locations in the Collin County cities of Frisco and Plano.
The openings of the two stores in northern parts of the metroplex drew crowds waiting outside before the sun came up.
So why the fanaticism over a grocery store?
"You don't get that unless you're touching people's hearts," University of Texas business marketing professor Leigh McAlister said. "My sense is H-E-B is competing for customer service. In the end, their real competitive advantage is the management structure that they've put in place (and) the incentives for employees."
Host Baylee Friday was at the grand opening of each North Texas store and also talks to H-E-B Executive Vice President of Northwest Food and Drug Juan Carlos Ruck about why this fall was the right time for the brand to expand in Dallas-Fort Worth.
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