Thank you, John. Let me now walk through how we are executing against our operating priorities and initiatives for 2018, as well as update you on the progress on our long-term strategic initiatives.
Our first priority is to continue to drive profitable sales growth. With the focus on driving both the top and bottom lines, we expect our most impactful top line initiatives for 2018 to revolve around merchandising and store operations. These initiatives are designed to enhance the value and convenient proposition for our customers, offering them the trusted simple solutions they seek from us every day. We continue to strategically invest in our mature store base. We are practically focused on remodeling stores that have fewer than 12 cooler doors. These store remodels typically drive amongst the highest returns.
By the end of fiscal 2018, we anticipate that across our store base, we will have an average of 20 cooler doors, up from 10 in 2012. Through the end of the first quarter, we have installed nearly 7,000 additional cooler doors across our mature store base. In total, we expect to install over 20,000 additional cooler doors across our mature store base this year. We know the expansion of coolers tends to drive trips and basket size. As a result, we expect to build on our multi-year track record of growth in cooler doors and associated sales. We have been enhancing the in-store experience by adding shoppable queue lines. This update allows us to merchandise the check lane with compelling point-of-purchase items that we believe are interesting to our consumers.
During the first quarter, we added this enhancement to over 500 stores, bringing our total for the chain to approximate 6,000 stores. The queue line retrofit performance has been very strong. We expect to have this enhancement in over 7,000 stores by the end of 2018.
Moving on the success of Phase 1 launch of our health and beauty initiative in 2017, we are launching Phase 2 in 2018. As reminder, during Phase 1, we focused on building awareness among our current customers. With our special combination of value and convenience within health and beauty items, we believe we can do even a better job marketing these products to customers who routinely come to Dollar General for their shopping needs. In Phase 2, we want to build on the increased category awareness we created during Phase 1 by further enhancing the quality perception of the health and beauty products we offer. Some of our actions include improving our display quality, connecting our in-store merchandising with our print and digital media, and creating an easier shopping experience. Given our price position compared to other channels, we believe we can capture share of wallet with our existing customers, as well as identify innovative ways to drive new customers into our stores. We plan to execute Phase 2 in about 7,000 stores in 2018.
Another initiative I want to mention within merchandising is our efforts in private brands. Our private brands strategy focuses on enhancing product perception and demonstrating the unique nature, superior value and quality compared to national brands. We intend to use our in-store merchandising expertise to highlight the value pricing and our 100% satisfaction guarantee, as we believe both resonate with our customers. We currently have approximately 40 unique private brand product lines. Our goal is to ensure that we are offering compelling value-priced alternatives to national brands. Given the significant price gap compared to national brands and other channels, private brands play an important role in helping our customers stretch their budgets.
Within our merchandising initiatives, we also have many new and exciting resets planned for 2018. Let me briefly highlight 2 of them. First, we recently launched a Better For You offering intended to provide our customers with healthier consumable options at affordable prices. Over time, we expect this offering to include more than 130 products. Within Better For You, we are launching a new private brand called Good and Smart, which will represent approximately 75% of the total Better For You portfolio. Our goal is to build Good and Smart into a unique private brand that becomes a go-to product line for our customers when they look for good food choices at smart prices.
Second, we are rebranding our private beauty product portfolio under the name Studio Selection. Our goal with Studio Selection is to create an aspirational yet affordable line of products that will help us further build loyalty and excitement among key demographics. We believe these attractively packaged quality products can help us capture even more market share.
These are just 2 of the exciting launches we have planned throughout the rest of the year. We look forward to updating you on the success of our merchandising initiatives throughout the rest of 2018.
Let's now turn to the important work of our store operation team. A large part of their current focus is increasing on-shelf product availability. This critical metric is paramount for our customer and is directly tied to sales growth. The team has done an excellent job of improving on-shelf availability and has further improved store cleanliness and speed of checkout, all important parts of the in-store experience. As a result of this execution, we have seen customer satisfaction grow since we began measuring this metric. This is one of our most important metrics, and we believe we can drive it even higher and cultivate even more affinity from our customers over time.
Turning for a moment to gross margin. Over the long term, we believe there are several opportunities to enhance gross margin. These includes further reductions in shrink, additional contribution from global sourcing, private brands and nonconsumable sales, as well as achieving additional distribution and transportation efficiencies. Inventory shrink reduction remains our largest near-term gross margin opportunity, and we are executing on multiple fronts.
Our comp initiatives include deploying defensive merchandising tactics, leveraging technology and new process controls, and expanding article -- electronic article surveillance, or EAS. This year, we are on track to deploy 5,000 new units, bringing the total stores with this technology to about 10,000 locations. The majority of this year's incremental units were completed during the first quarter. EAS is a proven high-return project for us to help further reduce shrink and drive sales by improving on-shelf availability. We believe that our EAS investment can deliver multiple years of benefit.
While we have seen carrier rates and fuel costs on the rise, we believe our ongoing efforts to improve efficiencies and reduce expenses can partly offset our expense and our exposure to these headwinds. Some of our ongoing initiatives include reducing our stem mile, improving our load optimization, growing and diversifying our carrier base and expanding our private fleet. Our 16th and 17th distribution centers are currently under construction in Longview, Texas and Amsterdam, New York. We anticipate that both of these DCs will open in the 2019 calendar year and that we will see relatively quick and positive impact on stem miles.
I was recently at our newest distribution center in Jackson, Georgia for their grand opening celebration. The team in Jackson is excited and engaged, and we look forward to their contribution to our future performance. We also remain on pace to expand our private fleet to over 200 tractors by year-end, up from 80 tractors at the end of 2017. Over time, we believe this will give us added flexibility and help insulate us from future carrier rate fluctuations.
Our second priority is capturing growth opportunities. We have a proven real estate growth model that is high return, low cost and low risk. While our real estate model has strict return thresholds, it provides us with the flexibility necessary to dynamically invest in both growing our new store base and remodeling our mature store base. These strategic investments have allowed us to enter new markets and store formats, while extending our runway for long-term growth. As a reminder, we closely monitor 5 core metrics to ensure that new store growth continues to be the best use of our capital. First, new store productivity as a percent of our comp store sales, which continues to average in the range of 80% to 85%; second, actual sales performance compared to our pro forma models; third, average returns of 20% to 22%; and fourth, cannibalization of our new stores on our comp store base, which has remained relatively consistent in our measurement; and then finally, new stores must have a payback period of 2 years or less.
We have consistently hit our goals for these metrics. We are very pleased with our overall new store returns, and we remain committed to investing our capital effectively to drive strong financial returns.
For 2018, we expect to open 900 new stores, remodel 1,000 of our mature stores and relocate approximately 100 stores. That's about 2,000 stores in total. Of the 1,000 planned remodels, we expect approximately 400 locations to be in the Dollar General Traditional Plus format, or DGTP, for short. This format has a higher cooler count that can accommodate more perishable items. We are on track to achieve these goals by the end of the year. During the first quarter, we opened 241 stores, remodeled 322 stores and relocated an additional 31 stores. 125 of the stores remodeled in the first quarter were in the DGTP format. We included a fresh produce section in 45 of these remodels. As a reminder, our remodeled store delivers a 4% to 5% comp lift on average and the DGTP remodel delivers an average of 10% to 15% comp lift.
Our third operating priority is to leverage and reinforce our position as a low-cost operator. Over the years, we have established a clear and defined process to control spending. All of our spending is still through 3 criteria: first, is it customer-facing; second, does it align with our strategic priorities; and third, how does it impact our risk profile.
At the store level, our operational initiatives for 2018 are centered on space optimization and ongoing efforts to simplify our operations by reducing unproductive inventory, operating complexity and product movement within the stores. These actions are designed to control costs and allow our store managers and their teams to provide better customer service, as well as fast, clean and in-store in-stock shopping experience. All of these actions can help drive higher sales.
We are tracking customer satisfaction scores at the individual employee level, which increases accountability and creates opportunities for employee recognition. 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 growth 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 they are a competitive advantage. We believe we are well positioned from a wage perspective across our employee base. That said, we monitor market-by-market and act as needed to ensure we remain competitive in the labor markets where we operate. This proactive strategy, coupled with the career opportunities we offer associates, continues to reinforce Dollar General's position as an employer of choice. The career opportunity we offer is our most important currency in attracting and retaining talent. With our business growing each year, we are providing opportunities for individuals around the country to grow their careers and make improvements in their lives and the lives of their families. Career development is an integral part of the Dollar General culture, and we are focused on helping our employees reach their full potential. Approximately 70% of corporate leadership positions are filled with internal candidates, and over 10,000 of our current store managers have been internally promoted. This year, with our plan to open 900 new stores, we expect to create over 7,000 new jobs in the United States. We are confident that we will continue to retract -- attract, excuse me, and retain the right talent, and we are prioritizing investments in our people.
Finally, before I open the call for questions, I want to quickly touch upon our recent progress executing against 2 of our strategic growth initiatives that we talked about last quarter. Starting with our digital initiatives. In the near term, we are strategically investing in our business to help our customers utilize digital tools and resources to create a more personalized and convenient in-store shopping experience. With nearly 75% of the U.S. population currently within 5 miles of a Dollar General, we have a unique opportunity to help shape our customers' digital shopping behavior, all while leveraging our nearly 15,000 brick-and-mortar stores to help them save time and money.
Last quarter, we shared our plans to launch our new DG GO! app, which allows customers to use their phones to scan items as they shop and then skip the line by using a self-checkout. Not only does this app save our customers' time, but it also allows them to see a running total of their basket. Additionally, as they scan each item, they receive alerts to potential savings on the items they are purchasing. All of this makes staying on-budget easier. The DG GO! app went live in the Apple App Store and Google Play Store earlier this month. And the service is being piloted in 10 stores. We intend to roll it out to another 100 stores in the second quarter. As we continue to develop this app, we intend to integrate more functionality to deliver an even more personalized shopping experience. We are excited about this new technology and look forward to sharing updates with you as the year progresses.
To complement these efforts, we are continuing to push forward on other digital initiatives, such as our digital coupons and personalized marketing campaigns, that will help our customers save even more time and money. We know that our customers who more frequently engage with our digital tools tend to check out with average baskets about twice as large as our chain-wide average.
With more than 12 million subscriber accounts, we are excited about the foundation we have built for the future. With our unique real estate footprint and model of value and convenience, we believe we own the last mile. As such, we have an opportunity to use our understanding of our customers' digital shopping behavior to create an even better in-store experience and develop online tools that will help them save time and money.
Turning to our nonconsumable initiative. In recent weeks, we began our test of a bold, new and expanded assortment in key categories. Our model enhances the treasure hunt experience by: first, offering a new differentiated and limited assortment that will change throughout the year; second, displaying the new offering in high-traffic areas with improved adjacencies and increased focus on key categories to enhance the in-store experience and create a sense of purchase urgency; and third, continue to develop exceptional value by pricing the majority of the offerings at $5 or less. While we're expanding our assortment in select categories, the amount of the space currently dedicated to nonconsumables within our stores remains the same. We plan to implement this set in approximately 700 store locations this year as we look to further complement our strong and growing consumable business.
We are excited about our plans and believe we are well positioned to capture market share in a changing retail landscape.
In closing, we developed a -- we delivered a solid first quarter, and we are excited about the business and the outlook for the remainder of 2018. We believe we operate in the most attractive sector in retail, and our business model is differentiated by our real estate and operating model that delivers best-in-class new store growth, steady comp growth, solid earnings and strong cash growth generation.
I want to thank each of our over 130,000 employees across the company for all of their hard work and dedication to fulfilling our mission of serving others. As a team, we are excited about our position, and we look forward to building on our progress and delivering strong performance throughout the rest of 2018.
With that, operator, we would now like to open the lines for questions.