They call it the H-E-B hype — and now, North Texas is getting more of a taste. The Texas-born grocery giant is rolling out more stores across the Dallas-Fort Worth area.

But it's not just about what's on the shelves that has made H-E-B so popular with Texans.

It's making its mark with something money can't buy: Heart.

H-E-B has become known for its large stores, loyal employees and customers, and the kind of excitement that inspires people to line up at 4 a.m. to be among the first inside a new location.

Culture and customer service matter

To understand the hype, CBS News Texas spoke with Juan-Carlos Ruck, executive vice president of H-E-B's North West Food Drug Retail Division.

"So between prices, freshness, and customer service, and this idea of great culture," Ruck said, "You can

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