Todd Vasos
Analyst · Guggenheim Securities
Thanks, John.
We are executing our plans, which, overall, are delivering our anticipated results. We are doing what we said we would do. We believe that, over time, our merchandising initiatives, coupled with our store manager pay and training investments, will continue to contribute to our same-store sales growth.
Our real estate model remains healthy and our 2018 new store pipeline is strong and growing. For fiscal 2017, we plan to add about 1,285 new stores, including the net acquired sites.
Our model of value and convenience is relevant to a broad cross-section of shoppers. I believe the much reported demise of retail is an inaccurate narrative. Retail is just changing and we believe that we are very well-positioned.
As I listen to the commentary about retail by others, I'm reminded of the many advantages we have at Dollar General and how uniquely positioned we are. I believe it is important for us to keep in mind how Dollar General is different. As we think about our many strengths, a common thread is the combination of value and convenience. I view this combination as a differentiator for us across retail shopping occasions and our customers' trip missions.
Our convenient small-box stores with strong economics allow us to serve an underserved customer. Our shopping occasions tend to be a convenient fill-in trip versus a stock-up trip. Our average basket contains about 5 items with an average ticket of about $12. Our stores and product mix are designed with convenience in mind, making it easy for our customers to get in, find what they need and be on their way.
We have a range of formats from 3,500 square feet to 16,000 square feet to capture growth opportunities in areas ranging from rural to metro locations. Our unique geographic footprint of 14,000 brick-and-mortar stores allow us to serve customers in areas where other retailers simply have not been as successful.
Our customer is price-sensitive and we're committed to leveraging our buying power to deliver greater value and help her save money. We believe that we are able to serve our customers so well because we work hard to understand her needs. We continue to look for ways to improve our affordability and value for our customer, all while helping her save time. Our everyday low price positions us well across all classes of trade. We have the ability to capitalize on our track record of innovation in the channel.
We recognize that retail is changing rapidly. At the same time, we believe that we are uniquely positioned to get ahead of these changes with our customers. As with other shopping patterns, behaviors and attitudes, our core customer are later adopters than other segments of the U.S. This holds true with their digital shopping experience in the categories that are relevant to Dollar General. With approximately 75% of the U.S. population within 5 miles of a Dollar General by the end of fiscal 2017, our opportunity is to help shape our customers' behavior and shopping habits on their digital shopping journey, all while capitalizing on our 14,000 brick-and-mortar stores and our geographic footprint to help them save time and money.
We are executing our comprehensive strategic plans, focusing on the actions that we believe have the greatest potential to drive shareholder value over the longer-term. We continue to believe we operate in one of the most attractive sectors in retail.
We remain committed to our long-term operating priorities. 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 a competitive advantage.
Our first priority is to continue to drive profitable sales growth. Our goal is to attract and grow new customers and trips and capture share with existing customers. This includes expanding the merchandising initiatives in our existing store base to drive traffic into those stores and improve same-store sales. Merchandising initiatives within all 4 product categories are being executed across a range of stores to provide customers with more of the products and brands they want and need to save time and money every day. The vast majority of these initiatives for fiscal 2017 have been implemented. While it's still early, overall, these initiatives are performing at or above our expectations.
One of the most exciting merchandising opportunities is across health and beauty where we have a significant opportunity to increase our share of wallet with our customers through trial and conversion. In beauty, we redesigned the cosmetic area in a large portion of our stores to highlight the breadth of on-trend products that we offer at compelling price points. Within the health departments, we increased our offering of value-added, differentiated products with a focus on health and wellness, nutrition and personal care. In the stores with these resets, we are seeing improvements in same-store sales.
We are also on track with remodeling about 300 traditional stores based on lessons learned from the conversion of larger square footage sites acquired last year. To-date, we have completed about 165 of these remodels, which include increasing the cooler set by about 160% on average from the existing cooler footprint for these locations. This allows for a greater perishable assortment that helps drive trips and basket size. Additionally, across about 1/3 of these locations, we are testing assortment of fresh produce. While it's still early, initial remodels are yielding strong same-store sales improvement. Over time, we believe that the lessons learned from these 300 or so remodels have the potential for broader application across significant portions of our store base as we refine our criteria to remodel with this new cooler expansion.
We are also strategically investing in the portion of our existing store base that has been opened for 5 years or more, what we often refer to as our mature store base. We are particularly focused 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. Year-to-date through the second quarter, approximately 16,000 cooler doors have been installed across the chain. For these locations, we are seeing an improvement in transactions.
On the customer side, we are seeing continued opportunity to improve engagement and build loyalty through the expansion of our digital footprint and the further integration of our traditional and digital media mix. Our plan is to reach our customers where, when and how they decide to engage with us.
We are also leveraging in-store operational initiatives such as improving our in-stock position through training and technology and our customer experience. The focus of our store operations is paying off as we have seen sequential improvements over the last 6 months in our customer satisfaction scores.
We have ongoing opportunities for gross margin expansion through improvements in shrink, global sourcing, private brands, distribution transportation efficiencies and non-consumable sales.
As always, we will continue to work 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. Our goal is to ensure we are highly relevant with our customers through our ongoing investments in everyday low prices and targeted promotional activity.
As we have consistently shared with you, one of the keys to our business is growing transactions in units. Our pricing surveys continue to indicate that Dollar General is very well-positioned from a price perspective against all classes of trade and across all geographic regions where we operate. We are committed to being priced right for our customers to drive traffic to our stores.
Our focus on initiatives to capture growth opportunities is our second priority. We have a proven high-return, low-risk model for our real estate growth. Our recently acquired sites are highly complementary to our long-term new store growth plans with about 85% located in metro areas. The majority of these sites are in strategic trade areas that we would have anticipated for new store site selection over time and allow us to reach certain of these areas faster and potentially more economically than with organic growth. As we look to build out these sites, the range of different DG store formats is a strength that we can leverage based on the marketplace along with the opportunity to test new ideas.
Our plans for 2017 new store growth remain on track. I believe we continue to have first mover advantage to secure the best sites, while driving compelling new store average returns of approximately 20%.
We constantly monitor new store productivity and returns to ensure our new store growth is best use of our capital, focusing on the following 5 metrics: New store productivity as a percent of our comp store sales; actual sales performance compared to our pro forma model; returns of 18% to 20%; cannibalization of our new stores on our comp store base; and finally, a payback period of less than 2 years. Regardless of the metric, we have seen consistent performance over time from our new stores which are at or above our targets. I continue to be very pleased with our new store returns. We are committed to deploying our capital effectively to drive strong financial returns for the long-term and we continue to monitor these metrics very closely.
Our third operating priority is to leverage and reinforce our positioning as a low-cost operator. Over the years, we have established a clear and defined process to control spending. We are committed to simplifying operations in our stores by reducing inventory, operating complexity and product movement within the stores so that our store managers and their teams can reinvest time savings to provide better customer service and a clean in-stock shopping experience. At the store support center, work elimination and process improvement also are ongoing efforts to take costs out of the business. Our underlying principles are to keep the business simple, but move quickly to capture opportunities, control expenses and always seek to be a low-cost operator.
Our fourth operating priority is to invest in our people as we believe that they are a competitive advantage. As we enter 2017, we made significant investments 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.
Overall, while it's still very early, the strategy for putting the investments to work in the marketplace is off to a good start. For existing store managers, we continue to experience a significant improvement in voluntary turnover since making the compensation investment. While internal promotions continue to be a great source of store managers who know our culture and processes, we have been able to attract experienced leaders from sectors of retail that assimilate well to our model and culture. The stores with these new external hires are seeing improved results in associate turnover and positive impacts to same-store sales. Our organization's core competencies of talent selection, store manager development through great onboarding and training and open communication will help us ensure that this investment pays off. The customer experience and the profitability of our stores should benefit over time from this investment given how important the leadership of the store manager is to these metrics. Our initial progress is encouraging.
This month, I had the opportunity to spend time with more than 1,500 leaders of our organization at our annual leadership meeting. I am always energized by their passion and commitment to serving others. This culture is critical part of our success.
Additionally, just 2 weeks ago, I had the pleasure to attend the opening of our 14,000th store in Dauphin, Pennsylvania and to engage with our local store teams and customers. With 14,000 stores and growing, I remain very excited about the opportunities we have as a company.
Although our strategic -- through our strategic plan, the team is continuing to focus on growth that creates value while laying the foundation for future initiatives. 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 consumers, we will do everything we can to provide them with the value and convenience they need and expect from Dollar General.
We are committed to our long-term growth and to the creation of shareholder value. Our business generates a 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.
In closing, we are confident that our strategy positions us well for the future. I am very proud of the more than 127,000 employees at Dollar General across our 14,000 store locations, 15 distribution centers and here at the store support center. To each employee of Dollar General, thank you for your efforts to put our customers first.
With that, Mary Winn, we would now like to open the lines for questions.