Todd Vasos
Analyst · RBC Capital Markets
Thank you. As John mentioned, we remain focused on capturing the long-term opportunities ahead. Our ongoing operating priorities remain: first, driving profitable sales growth; second, capturing growth opportunities; third, enhancing our position as a low-cost operator; and fourth, investing in our people as our competitive advantage.
Our first priority is to continue to drive profitable sales growth. As we look to attract and grow new customers and trips and capture share with existing customers, a key area of focus for 2017 is to build on our 2016 progress. This includes expanding the merchandising initiatives in our existing store base to drive traffic into those stores and improve same-store sales. Based on the lessons learned from the conversions of our recently acquired Walmart Express locations to our Dollar General Plus format that include fresh meat and produce, we are remodeling about 300 traditional stores to include 34 cooler doors, an increase of about 160% from the existing cooler footprint in these locations. This allows for a much greater perishable assortment, which helps drive trips and basket size. Additionally, across about 1/3 of these locations, we are testing an assortment of fresh produce.
We will also be strategically investing in the portion of our existing store base that has been opened for 5 years or more or what we define as our mature store base. We have a focus on stores that have fewer than 10 cooler doors, which in relative terms are expected to drive the highest returns. By the end of 2017, we anticipate that across our store base, we will have an average of 17 cooler doors up from 10 in 2012.
Merchandising initiatives across all departments have been deployed to provide consumers with more of the products and brands they want and need to save time and money every day across this select group of stores. For example, health and beauty represents large and growing departments at Dollar General. These products remain a significant opportunity for us to increase our share of wallet with our customers as well as have only -- we only have about half the share with our customers in these areas as compared to other consumables like paper and cleaning. We are also redesigning the health and beauty area of select group of stores to drive awareness and conversion.
For 2017, we plan to further integrate our traditional and digital media mix to ensure we are reaching our targeted customers where, when and how they decide to engage with us. Through applied predictive technology, we believe we have -- or we can drive greater productivity of our advertising media mix through optimization and modification of our spending, including reallocating funds previously used for our NASCAR sponsorship.
We will also leverage in-store operational initiatives, such as improving our on-shelf availability and our customer experience. We have ongoing opportunities for gross margin expansion through improvements in shrink, global sourcing, private brands, distribution and transportation efficiencies and nonconsumable sales. As always, we will continue to ensure that our value proposition resonates with our customers. We are committed to providing them with everyday low prices that they know and trust from us.
Second, we will focus on initiatives to capture growth opportunities. Our real estate program is the foundation of our growth with a proven high-return, low-risk model. 1,000 new stores are in the pipeline for fiscal 2017, along with the combined 900 remodels or relocations, bringing our expected square footage growth in 2017 to about 7%, modestly below our previous forecast due to a greater mix of smaller stores. I believe we continue to have a first-mover advantage to secure the best sites while driving compelling new store average returns of approximately 20%.
The range of different DG formats is a strength that we can leverage based on the marketplace. We are able to flex our square footage to match the market opportunity, ultimately allowing us to have a higher capture rate for sites. The primary format we continue -- will continue to be our traditional Dollar General box, which is about 7,300 square feet of selling space and provides us with strong new store economics and returns. This format consistently proves to be our highest-return format against which we benchmark the performance of all others.
We are planning for the future as we segment our store opportunities that we believe can have a greater impact on sales and productivity while continuing to drive strong returns. We view this as more of an evolution of our existing, highly productive traditional store format rather than a wholesale change. As a leader in store format innovation, we are in the unique position to benefit from our knowledge across our multiple formats.
Given our success over the last 2 years with the results of our smaller box that has less than 6,000 square feet used in certain metro and rural locations, we anticipate opening an additional 160 locations this year, bringing the total smaller box store count to about 250 by the end of 2017.
Finally, we are testing an even smaller box under the DGX banner, with about 3,600 square feet to target metropolitan shoppers with our everyday low prices on essential items in a convenient, easy-to-shop format. The DGX format is geared to meet the needs of our millennial shoppers, which are an emerging and important part of our customer base and will help us broaden our appeal to attracting new segment of urban customers who put a high premium on value and convenience.
We expect to learn valuable lessons about our Metropolitan shoppers from this format, which we can then apply to our other formats in urban locations. This test is in the very early stages, with 2 existing locations and 2 additional sites identified for 2017 store openings. Across the formats, we constantly are editing the assortments and taking our best-selling items from one format to the next to satisfy our customers' changing needs while continuing to drive productivity.
For example, in addition to digital, our core customers are becoming more interested in healthier, better-for-you options and a greater fresh assortment. Our range of formats positions us well to seek opportunities to capture this growing customer sentiment as we continue to -- our cooler expansion that allows for a greater offering of perishable items. We are disciplined and focused on financial returns. We are very optimistic about our new store outlook for 2017 as our pipeline is full.
Third, we will leverage and reinforce our position as a low-cost operator. As evidenced by this year's results, we have a clear and defined process to control spending. All of our spending is filtered through 3 criteria. First, is it customer-facing? Second, does it align with our strategic priorities? And finally, third, how does it impact our risk profile?
In our stores, we are focused on simplifying our operations by reducing inventory, product movement within the stores and operating complexity so that our store managers and their teams can reinvest time savings to provide better customer service and a clean in-stock shopping experience for our customers. At the store support center, work elimination and process improvement are ongoing efforts to take cost out of the business. Our underlying principles are to keep the business simple but move quickly to capture opportunities, control expenses and always be a low-cost operator.
Our fourth operating priority is to invest in our people. We believe that our people are a competitive advantage. Our strategy is focused on talent selection, store manager development through great onboarding and training and open communication. In 2016, we had our lowest level of store manager turnover in 4 years.
To build on these improvements, we are making strategic investment in compensation and training for our store managers. Our data-driven approach to store manager compensation segments our stores based on labor market data and store-level complexity. We are making this investment in our store managers as we know what a key role they play in our customer experience and the profitability of our stores.
In 2017 and beyond, we expect that this investment will help to further reduce our turnover and an improved customer experience. Additional returns on this investment are anticipated through higher sales and lower shrink. In 2017, we plan to create approximately 10,000 new jobs as a result of our 1,000 planned new store openings and 2 new state-of-the-art distribution centers. The creation of new jobs will be roughly 9% overall increase to our workforce and marks the largest 1-year employee increase in our 78-year history.
As for our customer, we continue to be cautiously optimistic about economic conditions but acknowledge that for our core customer, it is always challenging. Given the pressures on her income and spending, regardless of the economic outlook for our customers, we will do everything we can to provide them with the value and convenience they expect from Dollar General.
This morning, an announcement that Jim Thorpe would be retiring from Dollar General. When Jim rejoined the company in 2015, we agreed upon a clear set of objectives for his tenure as Chief Merchandising Officer. As I knew he would, Jim has delivered on the merchandising strategies we identified as our highest priorities. I'm grateful for his contributions and want to wish Jim and his family the best.
Our strong business fundamentals and our long-term commitment to growth and shareholder value are unchanged. Our business generates significant cash flow, and we are in a position to invest in store growth while continuing to return cash to shareholders through our share repurchase program and anticipated dividends.
I would like to recognize the drive and dedication of the more than 120,000 employees of Dollar General. Our focus remains on being successful over the long term. That success will be attributable to our people as we look to capitalize on our unique and powerful mission of serving others.
With that, Mary Winn, we would now like to open the lines for questions.