Todd Vasos
Analyst · JP Morgan
Thank you, John. For the remainder of my remarks, I want to walk through how we are executing against our 4 operating priorities, which has served us well and placed us in a leadership position within our channel. I'll also update you on the progress against certain strategic growth initiatives.
Starting with our first priority of driving profitable sales growth. Our most impactful top line initiatives for 2018 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. As you know, one of our strategies is to increase the average number of cooler doors across the chain. These types of projects drive high returns by encouraging our customers to make more trips and increase their basket sizes.
This year, our goal is to install more than 20,000 incremental cooler doors across our mature store base. As of the end of the quarter, we have installed approximately 16,000 cooler doors across the chain, and we are well on our way to reaching our year-end goal. By the end of the fiscal year, we expect to have an average of 20 cooler doors per store, up from 10 in 2012.
During the second quarter, we continued to focus on driving impulse purchases. One of the ways we do this is through our enhanced queue lines. During the second quarter, we added the enhanced queue line to more than 400 existing stores, bringing our total for the chain to approximately 6,800 stores. The queue line retrofit performance remains very strong. We expect to have this enhancement in more than 7,500 stores by the end of 2018.
In June, we launched Phase 2 of our health and beauty initiative, which is in approximately 7,500 stores today. The goal of this phase is to educate our customers about the high-quality products we carry, both national and private brands, as well as our low prices. We are a well-known leader in value and convenience, but we believe many of our customers are unaware of the value we offer within health and beauty. We are confident that we have the opportunity to take market share from other channels among existing and potential customers. While it's still early, we are encouraged by the favorable response to this initiative, thus far.
We are also very excited about the early results from our Better For You initiative. We launched Better For You just a few months ago, and already, the value proposition is resonating with our customers who are looking for healthier options at affordable prices. Currently, we have more than 2,000 stores that are carrying, on average, 125 Better For You products. Within this offering, we have now launched more than 40 items under the Good & Smart private brand with more in the works. This brand offers our customers a variety of Better For You options at smart prices, and we are excited to bring -- to begin building brand equity and customer loyalty for this product line.
In addition to these initiatives, I have seen the fall season and Christmas lineups, and we're excited about the upcoming seasons and new products, which we believe will resonate with our customers.
In addition to these merchandising efforts, our store operations teams are also executing on multiple fronts with a focus on driving sales. First, we continue to reach new heights in overall customer satisfaction. For us, this means concentrating on store cleanliness, on-shelf availability, friendliness and speed of checkout. By hitting our goals, we believe we can drive higher overall satisfaction and cultivate even more loyalty with our customers.
Also within store operations, we continue to focus on driving inventory shrink down even further. Reducing shrink remains our largest near-term gross margin opportunity. We're very excited about our progress, and we saw our seventh consecutive quarter of sequential improvement in the shrink rate. Our improvements in the shrink rate have been supported by a variety of actions, including defensive merchandising tactics, leveraging technology and new store process controls and expanding Electronic Article Surveillance or EAS. This year, we have doubled the stores using EAS technology to about 10,000.
One thing I want to highlight is that while we have continued to reduce shrink, we have also continued to improve on-shelf availability. As students of retail, you will know how difficult it is to achieve both of these goals at the same time. I am proud to say the team has delivered, as shrink and on-shelf availability both have continued to improve.
We also have other longer-term gross margin opportunities. These include many distribution and transportation initiatives such as reducing stem miles, improving our load optimization, growing and diversifying our carrier base and expanding our private fleet.
With regard to our private fleet, we remain on track to expand from 80 tractors at the end of fiscal 2017 to approximately 200 tractors by the end of this year. While this represents a relatively small percent of our current transportation base, we believe that, over time, this will give us added flexibility and health insulators from future carrier rate fluctuations.
We continue to make strides growing our distribution network as well. The team has done a fantastic job driving this expansion and creating opportunities to further improve our efficiencies. Our distribution centers currently under construction in Longview, Texas and Amsterdam, New York are both scheduled to begin shipping in the 2019 calendar year. We continue to anticipate that we will see a relatively quick and positive impact on stem miles.
As always, we are continually evaluating opportunities to drive efficiencies and productivity within our distribution center network to support profitable sales growth.
I also want to note that not only is the team doing a great job finding quality sites for distribution centers, but they are quickly ramping up by hitting productivity goals. For example, our Janesville, Wisconsin distribution center is our second newest DC and is currently the most productive in the chain.
We also have opportunities to drive gross margin with our global sourcing strategy, category management and private brands. While we're excited about these opportunities to enhance our gross margin over the long term, we are also carefully watching the potential for new headwinds to develop, particularly around tariffs.
Our merchants and global sourcing teams have been working closely with our vendor partners to identify opportunities to mitigate the impact of current and potential tariffs on both our businesses and our customers' budgets. We have long-standing relationships with many of our vendors, and we will continue to work closely with them to find ways to reduce cost. We are keeping a close eye on the situation, and we will be looking at all opportunities. As a reminder, our retail operations are solely domestic, and we purchase in U.S. dollars.
In addition to the tariff impact, we closely watch macroeconomic indicators that may affect our customers. While the overall economy seems to be doing well, we know that rising fuel prices, concerns about health care and potential loss or reduction of government benefits may weigh on our core customers' outlook. As always, we remain committed to serving our customers with the everyday low prices they have come to know and appreciate from Dollar General.
On our -- our second priority is capturing growth opportunities. We have a proven high-return, low-risk model for real estate and a track record of successfully opening hundreds of stores every year that meet our strict return thresholds. These new store openings, combined with our successful remodels and relocations, have allowed us to extend our runway for long-term growth. We are always looking for opportunities to grow the number of communities we serve using the lessons we've learned in other markets and from the performance of our various formats.
As a reminder, our real estate model focuses on 5 metrics to ensure that new store growth is 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, in actual sales performance, which continues to track very closely to our pro forma model; third, average returns, which remain at the high end of our targeted 20% to 22% range; fourth, cannibalization of our new stores on our comp store base, which has remained relatively constant in our measurements; and finally, new stores have a payback period of 2 years or less.
We have consistently hit our overall 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. This year, we plan to open 900 new stores, remodel 1,000 of our mature stores and relocate approximately 100 stores. We are excited to be on track to achieve these goals by the end of the year.
During the second quarter, we opened 241 stores, remodeled 322 stories and relocated 31 stores. Of our 322 remodeled stores, 121 were remodeled in the Dollar General Traditional Plus format, or DGTP, which is the traditional size store with expanded cooler count. We included a fresh produce section in 31 of these DGTP remodels. As a reminder, our remodel store delivers 4% to 5% comp lift on average, and a DGTP remodel delivers an average of 10% to 15% comp lift. And when produce is included in a DGTP, it delivers comp, on average, at the high end of the 10% to 15% range. We currently have more than 400 stores throughout the chain, which now carry produce.
This quarter, I had the opportunity to attend the 15,000th store grand opening celebration in Wilmington, North Carolina. It is truly remarkable and reflects on 15,000 Dollar General stores serving communities around the country. This milestone is a credit to the tremendous work of the team, and I remain very excited about the growth opportunities ahead of us.
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 manage spending. We continue to refine our process and have developed a culture where we are intentional about examining all of our costs and expenses. All of our spending is filtered 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 efforts to further simplify our operations by reducing unproductive inventory, operating complexity and product movement within the stores. These actions are designed to control cost and allow our store managers and their teams to provide better customer service as well as a fast, clean and in-stock shopping experience. All of these actions correlate to higher sales. We will continue to focus on our underlying principles 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 our competitive advantage. Our investments in wages and training are well documented, and the returns on these investments continue to exceed our goals. For example, in addition to our strong sales growth, store manager turnover is continuing to improve, and we remain committed to further developing this talent pipeline. We are excited about these investments, and we believe they can continue to pay benefits over the long term.
I had the privilege earlier this month of spending a week with more than 1,500 leaders of the company at our annual leadership meeting. I'm always impressed by their passion and commitment on display and reminded of the strength of Dollar General's culture. During that week, our teams from around the country had the opportunity to engage and learn from each other as well as to work through various training opportunities under one roof.
Our goal is to provide our employees with training opportunities that enhance their career growth and drive improved customer service. We believe that the opportunity to build a long-term career at Dollar General is the most important currency we have to attract and retain talent. We believe the career opportunities, our competitive wages and the engaging environment we offer will allow us to remain an employer of choice and keep us well positioned to attract and retain talent.
Finally, before I open the call up for questions, I want to quickly update you on our recent progress executing against our digital and nonconsumable strategies of growth -- of our long-term growth opportunities. Starting with our digital initiatives, in the near term, our digital strategy focuses on using technology to improve the in-store experience by offering customers even more personalization and convenience. In 2018, we are bringing this focus to light with our DG GO! app, which is now live in more than 100 stores. Our goal is to roll out this functionality to an additional 150 stores by the end of the year with a goal to further expand in 2019.
As a reminder, the app allows customers to use their phones to scan items as they shop, and then skip the register by using the DG GO! kiosk. Our app also alerts customers to potential savings on the items they are purchasing. So far, the feedback on this app has been very positive. We intend to continue integrating even more helpful functionality that delivers on the promise of personalized and convenient shopping experience. We know that our customers who more frequently engage with our digital tools tend to shop with us more often and check out with larger basket sizes. We currently have 14 million subscriber accounts within our Digital Coupon program. These subscribers have put more than 400 million digital coupons year-to-date in 2018.
Deploying innovative technology across our stores remains an incredible opportunity for us, and we are investing appropriately. In fact, this quarter, we created a new Chief Technology Officer role to help drive our digital efforts. We look forward to sharing further updates with you as the year progresses.
Turning to our nonconsumable initiative. In the second quarter, we began our test of a bold, new and expanded assortment in key nonconsumable classes of home, domestic, housewares, and party and occasions. This initiative is focused on: first, offering a new, differentiated and limited assortment that will change throughout the year; second, displaying the new offering in high-traffic areas will improve adjacencies and increase focus on key class -- classes to enhance the in-store experience and create a sense of purchase urgency; and third, continue to deliver exceptional value by pricing the majority of the offerings at $5 or less.
While the amount of space in the store dedicated to nonconsumables remains the same, we believe this merchandising strategy will drive greater sell-through. We have added this assortment to more than 300 stores and plan to have approximately 700 total stores up and running by the end of the fiscal year. This is still in the early stages, but we're encouraged by the results in the test stores so far. We believe that over time, this initiative can help meaningfully improve the trend on nonconsumable sales growth, drive traffic to the store and positively impact gross margin.
In closing, we delivered a strong second quarter and we are proud of our results. We are excited about the business and believe we operate in the most attractive sector in retail. We have a differentiated business model that leverages our real estate acumen and our low-cost operating experience with our clear focus on delivering value and convenience to our customers.
The economy is doing well. Our customers seem to have a little bit more money in their pocket, and this is contributing to our strong results. Remember though, our customers are always under pressure and looking to stretch their budget. As we have always said, our results illustrate that our model works in good times and in challenging times as evidenced by 28 consecutive years of same-store sales growth. We believe Dollar General's business is well positioned to continue to succeed over the long term in a variety of economic conditions.
I want to thank each of our approximately 134,000 employees across the company for all their hard work and dedication to fulfilling our mission of serving others. The entire team is excited about our position and our outlook, and we look forward to building on our progress and driving solid performance throughout the rest of 2018.
With that, operator, we would now like to open the lines for questions.