About Dollar General

Dollar General Corporation, headquartered in Goodlettsville, Tennessee, is an American chain of variety stores. As of January 8, 2024, the company boasts an extensive presence with 19,643 stores operating in the continental United States and Mexico. In the year 2000, Dollar General established a new corporate headquarters in Goodlettsville, Tennessee. By the end of that year, the company had achieved remarkable sales exceeding $4 billion. In 1968, Dollar General started selling its shares to the public, becoming a company that anyone could invest in.

 DG Customer First Logo

Dollar General, initially named J.L. Turner, oversees several business ventures, such as Dollar General Market, Dollar General Financial, and Dollar General Global Sourcing. These large stores provide a wide range of products, including clothing, toys, home goods, cosmetics, and cleaning supplies.

The company’s roots trace back to 1939 when it started as a family-owned business named J.L. Turner and Son in Scottsville, Kentucky. Founded by James Luther Turner and Cal Turner, the business underwent a name change to Dollar General Corporation in 1955. Taking a significant step, the company went public on the New York Stock Exchange in 1968. Dollar General earned a spot on the Fortune 500 list in 1999, reaching an impressive #112 by 2020. With its stronghold in rural America, Dollar General has emerged as one of the most lucrative retail stores, boasting a revenue of approximately $27 billion in 2019.

Dollar General ventured into the grocery market by introducing Dollar General Market in 2003. The company extended its reach to low-cost Asian markets in 2004 by establishing a sourcing office in Hong Kong. Expanding its store concepts, Dollar General introduced DGX, a concept store in Nashville, Tennessee, in January 2017. DGX focuses on urban shoppers, offering instant consumption items like a coffee station and a soda fountain. By September 2020, Dollar General had 12 DGX locations across nine states.

In September 2019, Dollar General marked a significant milestone with the grand opening of its 16,000th store in Panama City, Florida. This store’s opening was particularly symbolic after the damage caused by Hurricane Michael in October 2018. To commemorate the event, Dollar General presented two $16,000 checks in partnership with Kellogg’s to two local elementary schools affected by the hurricane.

Looking ahead, Dollar General unveiled plans in December 2019 for the fiscal year 2020, including opening 1,000 new stores, remodeling 1,500 mature stores, and relocating 80 stores. In February 2020, the company announced intentions to create 8,000 net new career opportunities within the fiscal year. Dollar General expanded its presence to 46 states in 2020 with new store openings in Wyoming and Washington.

In October 2020, Dollar General implemented its innovative strategy with the launch of pOpshelf stores in Hendersonville and Clarksville, Tennessee. These stores focus on offering a range of products, all priced below $5. By the conclusion of 2021, Dollar General set an ambitious goal to establish 50 free-standing pOpshelf locations and introduce 25 store-within-a-store locations. This initiative showcases Dollar General’s commitment to providing affordable and accessible shopping options for customers, reflecting the company’s dedication to meeting diverse consumer needs and expanding its unique retail concepts.

Dollar General took on sponsorship of the Dollar General Bowl (formerly the GoDaddy Bowl) in Mobile, Alabama, starting from August 17, 2016. However, in May 2019, Dollar General decided to withdraw its title sponsorship for the Mobile Bowl game. The store features products from well-known national brands such as Clorox, Energizer, Procter & Gamble, Hanes, Coca-Cola, Mars, Unilever, Nestlé, Kimberly-Clark, Kellogg’s, General Mills, and PepsiCo.

The company established the abbreviation “DG” as its store brand, representing “inexpensive” household products available in Dollar General stores. In the early 2020s, there is an ongoing process to phase out the “DG” brand for most products. Additionally, “DG” serves as the company’s NYSE ticker symbol.

Dollar General offers a range of private brands, including Clover Valley for groceries, Good & Smart for health foods, Smart & Simple as a low-end discount brand, Sweet Smiles for bulk candy, and Ntense as Dollar General’s in-house energy drink. Other private brands cover various categories like pet food (Forever Pals, Heartland Farms), diapers and wipes (Gentle Steps), beauty and skin care (Studio Selection, Believe Beauty), hair care (Root to End), housewares and laundry (TrueLiving), men’s apparel (Open Trails), blue jeans (Mission Ridge), sportswear (Zone Pro), feminine hygiene (Breeze), hardware (ProEssentials), automotive (DriveMXD), office supplies (OfficeHub), and women’s apparel (Bobbie Brooks).

Dollar General has thrived by adopting a straightforward yet powerful approach: providing everyday essentials at incredibly affordable prices. Their shelves are stocked with groceries, household items, cleaning supplies, seasonal items, and even well-known brands, all offered with substantial discounts. This low-price strategy resonates strongly with budget-conscious Americans, especially those in rural and inner-city areas often overlooked by larger retailers. Dollar General serves as a crucial resource for these customers, helping them make their money go further and ensuring access to essential items.

DG customer first general store

In 2009, Dollar General has launched its online survey portal called “DGcustomerfirst survey portal”. This online platform encourages customers to share feedback on various aspects, including store cleanliness, staff interactions, product availability, and pricing satisfaction. The valuable insights collected through this survey act as a treasure trove for Dollar General, aiding them in refining operations, pinpointing areas for enhancement, and tailoring promotions to specific demographic groups. The DGCustomerFirst survey is a crucial tool for understanding the complex dynamics between Dollar General and its customers.

Dollar General, despite its remarkable success, has encountered criticism and challenges. Employees have raised concerns about labor practices, advocating for improved wages and working conditions. The company’s swift expansion has also sparked worries about its impact on local businesses and communities, with critics expressing concerns about the potential harm to smaller retailers due to Dollar General’s low prices.

However, Dollar General remains resilient, adapting to changing consumer needs. The company invests in technology, such as self-checkout kiosks and mobile ordering, to enhance the shopping experience. Moreover, Dollar General is expanding its private label offerings and exploring new store formats, like larger locations featuring fresh produce sections.

While Dollar General has undeniably influenced the American retail landscape by providing affordable access to essential goods, especially in underserved communities, its rapid growth and low-price model have stirred debate and concerns. As the company evolves, it faces the challenge of maintaining its core value proposition while also prioritizing responsible business practices and community engagement.