Plans by grocery giant H-E-B to open its first Dallas store have sparked debate as neighbors raise concerns about a rezoning application tied to the proposed site at the corner of Hillcrest Road and LBJ Freeway. The San Antonio-based retailer bought the 10-acre tract in January, describing the move as the beginning of a lengthy process that would include design work, transportation studies, and public engagement. Since then, the company has applied for a zoning change and presented plans for a store development that would include a two-story parking garage located just south of Interstate 635 and east of Hillcrest.
To move forward, H-E-B is seeking a shift to “regional retail” zoning, which would allow taller structures of up to 70 feet and larger lot coverage. This classification, according to the city, typically draws customers from a five-mile radius. For some residents, this broader designation raises concerns about traffic, density, and long-term impacts on the surrounding neighborhood.
Beryl George, who has lived in the neighborhood for 15 years, said she values H-E-B as a brand but feels the site does not fit the company’s vision. “We love H-E-B, nothing wrong with H-E-B,” George explained. “This isn’t about H-E-B. It’s about the wrong site for a fine store.” George is part of the Hillcrest Preservation Coalition, a group that has organized against what it calls “big box” zoning and is seeking to preserve the character of the residential community.
Others echo those concerns. Bruce Wilke, president of the Hillcrest Forest Neighborhood Association, said many neighbors worry that regional retail zoning will bring far more vehicle traffic than anticipated when the area was first developed decades ago. “What we have on our website right now represents the very valid concerns of hundreds of neighbors that are going to be very close to the site in view of that traffic seven days a week,” Wilke said. While the association’s board has not yet taken an official stance, Wilke indicated they may consider a position soon.
H-E-B representatives say they have been engaging with the community since acquiring the land and that Monday’s public meeting was just one in a series of sessions aimed at hearing feedback. “H-E-B is committed to being a good neighbor in every community we serve, and we value the ongoing dialogue we have with area residents,” a company spokesperson said. “This will be a multi-year plan, and we will continue to communicate more details with our neighbors as this project develops.”
Supporters of the store note that Dallas has long awaited a full-scale H-E-B presence and argue the project could bring both convenience and investment to the area. However, opponents stress that it is not the grocer itself but the scale of the zoning request that troubles them. They say regional retail status is incompatible with a neighborhood largely designed for quieter residential life, adding that traffic congestion from a high-volume store could diminish quality of life.
The rezoning application is scheduled for its first hearing with the Dallas city plan commission on September 18. That meeting will mark an important milestone in determining whether the project proceeds as H-E-B envisions or if adjustments will be required to address neighborhood concerns.
As the debate unfolds, both sides acknowledge the challenge of balancing growth with preservation. H-E-B hopes to establish itself in a new market while reassuring neighbors it can be a responsible partner, and residents want to safeguard the identity of the community while recognizing the demand for new shopping options. With strong feelings on both sides, the outcome of the zoning process will help define not only the future of the property but also the relationship between one of Texas’ most beloved grocers and the city of Dallas.
