H-E-B has opened its second location in Frisco, Texas, marking the chain's 15th store in North Texas. The 130,000-square-foot store, located at 899 University Drive, features amenities such as a True Texas BBQ restaurant, a drive-through pharmacy, and a gas station. The grand opening attracted thousands of shoppers, highlighting H-E-B's popularity and commitment to community service, which includes personal shopping assistance from employees. H-E-B has rapidly expanded in the Dallas-Fort Worth area since 2022, with plans for additional stores in the coming years. The company aims to provide a unique shopping experience while maintaining its reputation for quality and customer service. This expansion reflects H-E-B's strategy to meet the growing demand in the area, competing with other major grocery retailers.