Todd Vasos
Analyst · Barclays Capital
Thank you, John. We are pleased with our financial results and are proud of the team's focus. I want to take the next few minutes to walk through how we are executing against our operating priorities and give you an update on the progress we are making on our long-term strategic growth initiatives.
Starting with our first priority of driving profitable sales growth. Our portfolio of top line initiatives is contributing to the strong year-to-date performance we have seen through the third quarter of 2018. These initiatives are designed to enhance the value and convenience proposition for our customers, offering them the trust and simple solutions they seek from us every day. Our cooler expansion continues to be an important sales initiative, particularly in mature stores. The team has done a fantastic job increasing the average number of cooler doors across the chain, and we are seeing a great return on this investment. As of the end of the third quarter, we have installed more than 20,000 cooler doors across our mature store base in fiscal 2018. Based on the success of this initiative, we anticipate continuing our cooler expansion efforts in 2019.
During the third quarter, we also continued to ramp up optimized queue lines throughout select stores. The performance of these queue lines remained very strong, exceeding our own expectations. We now have the queue line enhancement in approximately 7,500 stores across the chain. Given the continued success of this rollout, we anticipate expanding this initiative in 2019 as well.
We continue to be very excited about the early results from our Better For You initiative, which is performing well above our initial goals. We launched Better For You just a few months ago in response to feedback from our customers who are starting to look for healthier food options at affordable prices. We are very pleased to be able to provide these product options to our customers at attractive price points that fit their budget. Currently, we have approximately 2,700 stores that are carrying a great selection of Better For You products, including several items under our Good & Smart private brand. In fact, over the last 4-week period of the third quarter, half of our top 10 unit movers within Better For You were Good & Smart branded items. We believe that the Better For You products appeal broadly to our customers and that we can roll out this offering to additional stores in 2019.
In addition to these initiatives, we are excited about the holiday season and our product offerings as well as several exciting sales campaigns we'll be running. In particular, I'm excited to note that we are now offering the LEGO toy brand in all of our stores for the first time. Not only are we bringing a trusted and beloved toy brand to our customers during the holidays, we have also secured the only LEGO brand partnership within our channel. In addition to merchandising, our store operation teams are hard at work enhancing the customer's shopping experience and driving productivity within the store.
We continue to see improvements in overall customer satisfaction scores. We believe this is a direct result of our focus on friendliness, on-shelf availability, store cleanliness and speed of checkout. We monitor these metrics closely, and we are continually talking with our customers. The data show that important -- the improvements in these areas are correlated with improved customer experiences, which we believe fosters greater loyalty and leads to sales growth.
We have previously discussed our opportunities to further enhance gross margins. Our initiatives related to many of these opportunities are underway and continue to deliver results. For example, our efforts and investments in the inventory shrink reduction continue to pay benefits in the third quarter, as we saw our eighth consecutive quarter of sequential improvement in the shrink rate. Shrink improvement remains a near-term gross margin driver and we are executing on multiple initiatives, including Electronic Article Surveillance, defensive merchandising and increased use of technology such as video-enabled exception-based reporting.
We believe there is still runway for improvement, and we expect to see continued benefit from investments in these shrink initiatives. As we noted last quarter, we are successfully reducing shrink while also increasing on-shelf availability. This balance is hard to achieve and can be tough to maintain. To further support our ability to sustain and drive on-shelf availability even higher, we are putting a number of new initiatives in place to support and drive sales growth in fiscal 2019 and beyond. These efforts dovetail nicely with our focus on driving customer traffic as well. In addition to shrink reduction, we also have other longer-term opportunities to enhance gross margin through a number of efforts.
Starting with distribution and transportation, we continue to focus on reducing stem miles, improving load optimization, growing and diversifying our carrier base and expanding our private fleet. With regards 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 the fiscal year. 200 tractors would cover approximately 10% of our outbound freight needs. But we believe the added flexibility and learnings can also help us down the road in the event of future carrier rate fluctuations. We continue to evaluate opportunities to drive efficiencies and productivity within our distribution network to support profitable sales growth. Our distribution centers currently under construction in Longview, Texas; Amsterdam, New York, both remain on schedule to begin shipping in the 2019 calendar year.
Other gross margin opportunities include our efforts around category management and private brands, in particular. Throughout fiscal 2018, we have executed the strategy to promote our portfolio of value-priced, high-quality private brands. Our efforts have included a relaunch of our core health and beauty brand, Studio Selection; a refinement of our advertising strategy and shifted more of our circular space to showcase our private brands; and advertising campaigns that highlight compare and save options versus national brands; and of course, our money-back guarantee on private brands.
Foreign sourcing remains an opportunity over the long-term as well. Currently, our efforts include strategies to mitigate the impact of tariffs on Dollar General and our customers. Over the last several years, we have directly imported approximately 5% to 6% of our purchases at cost, with the current tariffs in place, including the most recent wave at 10%, we have a relatively low exposure on direct imports. Depending on the scope of future rate increase or expansion of products subject to tariffs, could have a more significant impact on our business and on our customer's budget.
Given that backdrop, the team is working diligently to mitigate the impact where possible and to minimize the need for price increases. Short term, we did opportunistic forward buying to get in front of the tariffs on some items. We have longstanding relationships with our vendors and we are working closely with them to find ways, when possible, to reduce cost. This could include shifting manufacturing to other countries, re-engineering the products or finding substitute products that are not subject to these tariffs.
In addition to the potential tariff impact, we are watching key economic factors that impact our customers. While the economy appears to be doing well, we know that our core customer is always challenged. With concerns about health care, inflation and rent expenses and fluctuating gas prices, we know she remains very concerned about her budget. Our customers are at the center of everything we do, and we remain committed to serving them with the everyday low prices they have come to know and appreciate from Dollar General.
Our second priority is capturing growth opportunities. Our proven high-return, low-risk model for real estate growth continues to be a core strength of the business. In addition to the tremendous contributions from new stores, our remodel program continues to add significantly to our growth. Collectively, these real estate efforts have allowed us to extend our runway for long-term growth. As a reminder, our real estate model focuses on 5 metrics to ensure that new store growth is the best use of our capital. These metrics include new store productivity, actual sales performance, average returns, cannibalization and the payback period. We have consistently hit our overall goals for these metrics, and 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 shared with you our plan to execute approximately 2,000 real estate projects, including 900 new store openings, 1,000 mature store remodels and 100 store relocations. We are on track to achieve these goals by the end of the fiscal year. This year, through the end of the third quarter, we have opened 750 new stores, remodeled 925 stores and relocated 92 stores. Of the 925 remodeled stores, 359 were remodeled in to the Dollar General Traditional Plus format or DGTP, which is the traditional store size with an expanded cooler count. We included a fresh produce section in a 107 of these DGTP remodels. As a reminder, our remodel store delivers a 4% to 5% comp lift on average and a DGTP remodel delivers on average of 10% to 15% comp lift. And when produce is included in a DGTP, it delivers a comp lift on average at the high end of that range. We currently have approximately 425 stores throughout the chain that carry produce.
We are excited to announce our plans for 2019 real estate growth. For our fiscal year 2019, we plan to open 975 new stores, remodel 1,000 mature stores and relocate 100 stores. We are proud of the team's ability to support approximately 2,075 real estate projects in total. Of the 1,000 planned remodels, we expect approximately 500 to be in the DGTP format. We also expect to add produce to approximately 200 of these stores. Of our 975 anticipated new stores, we plan to open approximately 10 in the DGX format. As a reminder, DGX stores are about half the size of a traditional Dollar General store and have a product selection that is tailored to vertical living customers. We currently have 3 DGX stores, which overall are doing well versus our expectations. We are excited to continue investing in this innovative concept.
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. We continue to refine our process and have developed a culture highly focused on examining costs and expenses. 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? We continue to focus efforts in the stores on space optimization and simplifying our operations by reducing unproductive inventory, operating complexity and product movement within the stores. Our teams are focused on these efforts through optimization of our operations and leveraging technology in new and exciting ways. We will continue to focus on our underlying principles to keep the business simple, while moving 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. Our investments in wages continue to pay benefits in the third quarter. As of the end of the third quarter, store manager turnover was trending toward our all-time best on record. And our time-to-fill open positions was also at an all-time best. We continue to monitor the wage environment carefully and believe we remain well positioned across the organization as illustrated by robust applicant flow at every level. As we have seen the market change, we have proven that we are able to and ready to adapt to any change. We have continued to place an emphasis on employee engagement and our recent actions reflect our commitment to listen and respond to their feedback.
In 2018 alone, we have expanded the benefits we offer employees to address a number of their needs. For example, we now offer expanded paid parental leave for mothers and fathers, adoption assistance, day 1 access to benefits for store managers and a new dress code policy for store employees that they really seem to like. Coupled with existing benefits such as tuition assistance and college course credits for our store manager training, we believe we are providing our employees with a comprehensive set of benefits. And perhaps more importantly, we are continuing to communicate directly with our employees and giving them a voice. We believe all of these factors have contributed to the increasing employee engagement scores that we have seen.
Even with these great benefits, we still believe that the opportunity to build a long-term career at Dollar General is the most important currency we have to attract and retain top talent. The ability to advance the higher paying and higher responsibility jobs in a relatively short amount of time provides a great opportunity for our employees to grow in meaningful ways, both personally and professionally. Remaining the employer-of-choice is an important priority for us, and we believe we are well positioned to continue to attract and retain talent.
Finally, before I open the call for questions, I want to quickly update you on our recent progress executed against our digital and non-consumable strategic growth initiatives. I'll start with our digital initiatives. In the near-term, our digital strategy remains focused on using technology to improve the in-store experience by offering customers even more personalization and convenience. Launched earlier this year, the DG GO! app is now live in approximately 250 stores, which completes our rollout for 2018. As a reminder, the app allows customers to use their phone to scan items as they shop and then skip the checkout line by using the DG GO! kiosk. We estimate we currently have more than 20,000 active monthly users and the feedback on the app continues to be positive. It seems to be fitting very nicely with our customer shopping habits and creating an even more convenient frictionless 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 average baskets. We currently have more than 15 million subscriber accounts within our Digital Coupon program, including 1.3 million new subscribers in the third quarter alone. These subscribers have clicked more than 700 million coupons this year in 2018. Deploying innovative technology across our stores remains an incredible opportunity for us, and we are investing accordingly. We look forward to continuing to test, analyze and learn as we look to further enhance the use of technology.
Turning to our non-consumable initiative. In the second quarter, we began a test of a bold, new and expanded assortment in key non-consumable classes, home, domestics, housewares, party and occasion. As a reminder, 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 with improved adjacencies and increased focus on key classes to enhance the in-store experience and create a sense of purchase urgency. And third, continuing to deliver exceptional value by pricing the majority of the offering at $5 or less. While the amount of space that we dedicate to non-consumables remains the same, we believe this merchandising strategy will drive greater sell-through and enhance gross margin over time. We have added this assortment to approximately 600 stores and are on track to have approximately 700 total stores up and running by the end of the fiscal year. We are still in the early stages. That said, we are now working through our third replenishment cycle in the first set of stores where we launched this initiative, and we remain encouraged by the results we've seen.
In closing, we delivered another solid quarter and we're proud of our results. We continue to be excited about our business and believe we operate in the most attractive sector in retail. We have a differentiated business model that leverages our real estate expertise and our low-cost operating experience with our laser focus on delivering value and convenience to our customers.
I want to thank our more than 135,000 employees across the company for their dedication of fulfilling our mission of Serving Others. Your commitment was certainly on display this quarter as you rallied around our communities in need. As we enter the busy holiday season, I also want to express my gratitude to all employees for your hard work, helping our customers save time and money every day. You are our most important resource, and we appreciate your contributions to Dollar General's success. We are excited about our position and we are working hard to finish out 2018 strong and head into 2019 with great momentum.
With that, operator, we would now like to open the lines for questions.