Two H-E-B openings in Collin County this fall drew crowds who waited outside for hours to be among the first inside. The stores marked the grocer’s long-anticipated arrival in Dallas-Fort Worth. But what’s with all the hype around a grocery store?

University of Texas business marketing professor Leigh McAlister tells Baylee Friday what sets the chain apart from its competitors and H-E-B Executive Vice President of Northwest Food and Drug Juan Carlos Ruck explains why this fall was the right time for the brand to expand in Dallas-Fort Worth