You’re driving down South 40th Street, maybe heading toward Yankee Hill Road, and you see that massive red bullseye. Most locals just say, "I’m going to Target." But if you’re standing in the parking lot of the South 40th location, you aren't just at a regular store. You’re at the Super Target Lincoln Nebraska spot that basically functions as a small city.
People get confused about the branding. In 2015, Target corporate decided to "simplify" things. They officially retired the SuperTarget name to make everything just "Target." They wanted one cohesive brand. But if you walk into the 8201 S 40th St location, your eyes aren't lying to you. It is significantly larger than the North 48th Street store. We’re talking about a full-scale grocery experience, a deli that actually smells like rotisserie chicken, and an onsite bakery.
It’s the "Super" experience, even if the sign out front just says "Target" in that modern, lowercase font.
The Layout Reality: South vs. North
Lincoln is a Target town. We have multiple locations, but the 40th and Yankee Hill spot is the heavyweight. Honestly, if you try to do a full week’s grocery shopping at the North 48th Street location, you’ll probably end up frustrated. That store is great for a quick grab, but it’s a "PFresh" model—meaning a limited grocery section.
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The Super Target Lincoln Nebraska (Southwest) has the dual-entrance setup. You know the one. One door for the "I just need a birthday card and a swimsuit" crowd, and another door that leads you directly into the produce.
What you actually find at the South 40th location:
- A legitimate bakery. They have fresh bread and pastries that aren't just shipped in plastic.
- A full-service deli. You can get sliced meats or those pre-made sandwiches that actually taste decent.
- The Starbucks "Jerry" factor. Locals on platforms like Wanderlog have specifically praised the baristas here (shoutout to Jerry) for being better than your average corporate kiosk.
- Massive aisles. Because it was built as a SuperTarget, the footprint is roughly 175,000 square feet. That’s a lot of walking.
Why the "Super" Distinction Still Matters in 2026
You might wonder why we’re even still talking about "Super" Targets if the company dropped the name. It’s about the inventory depth. If you’re looking for a specific niche of Good & Gather organic produce or a wider selection of international cheeses, the Southwest Lincoln store is your only real bet within the franchise.
The North 48th St store (Store #217) and the South 56th St store (Store #879) are smaller. They are efficient. They are clean. But they don't have the "everything under one roof" density.
If you have a large family or you're a college student at UNL trying to stock a pantry for a month, the drive to the south side is usually worth the gas. It saves you a second trip to Hy-Vee or Russ’s Market because Target’s grocery prices—specifically on their house brands like Market Pantry—often undercut the traditional grocers in town.
The Shopping Experience: Tips from a Regular
Don't go on Sunday afternoon. Just don't.
Since this is the primary "Super" format for the region, it gets slammed. The checkout lines can stretch back into the clothing sections. Even with the "Drive Up" service being incredibly fast here, the physical store interior becomes a gauntlet of red carts by 2:00 PM on weekends.
The Pharmacy and Optical Perk
A big part of the Super Target Lincoln Nebraska appeal is the CVS Pharmacy partnership. You can drop off a script, walk over to the electronics to look at iPads, grab a latte, and your meds are ready. It’s the ultimate "adulting" efficiency. They also have a Target Optical on-site. It’s surprisingly high-quality for a "department store" eye doctor.
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The Apple Store Within a Store
Many people don't realize that the Southwest Lincoln location has one of the upgraded "Apple at Target" sections. It’s not just a locked glass case with three iPhones. It’s a dedicated footprint with Apple-trained staff. If you need a MacBook or a specific Apple Watch band and don't want to deal with the mall, this is the secret spot.
Practical Logistics for Your Next Trip
The store at 8201 S 40th St usually opens at 8:00 AM and closes at 10:00 PM. Those hours can shift during the holidays, but they are fairly consistent.
If you are using the Target app (which you should, for the Circle rewards), make sure you check which store is selected. The inventory at the "Super" location is vastly different from the 48th Street store. There is nothing worse than driving to North Lincoln for a specific air fryer only to find out it’s only stocked at the South location.
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Actionable Next Steps:
- Check the "Store Mode" in your app before leaving the house to verify that the specific grocery items (like fresh bakery bread) are actually in stock at the 40th Street location.
- Use the South Entrance if you are strictly there for food; it places you right in the produce and dairy section, saving you a five-minute walk across the clothes and home decor.
- Time your visit for Tuesday or Wednesday mornings. This is typically when the shelves are most organized after the weekend rush and before the late-week restock.
The "Super Target" might be a ghost of branding past, but in Lincoln, the distinction is alive and well for anyone who needs more than just a gallon of milk and a new pair of socks.