Todd Vasos
Analyst · Morgan Stanley
Thank you, John. I'm proud of the team's execution that led to a strong result this year and feel confident that we're making the right investments and operating decisions that will allow us to extend our runway for profitable growth.
Now I'd like to spend a few minutes providing you with an update on the progress we have made on our digital and non-consumable initiatives and outline 2 new transformational strategic initiatives that we are launching. Starting first with digital. In 2019, our digital strategy will remain focused on using technology that further enhance the in-store experience. We are confident that we can use technology to create a more personalized and convenient shopping experience for our customers.
In 2018, we launched the DG GO! app, which allows customers to use their phones to scan items as they shop, see a running total of the items in their basket using our cart calculator and then skip the checkout line by using the DG GO! kiosk. The app has been popular with our customers, and through the end of fiscal 2018, we had more than 140,000 downloads and exited the year with approximately 25,000 monthly active users despite only having DG GO! kiosk in approximately 250 stores. Pending performance data, our goal in 2019 will be to expand this offering to more stores.
We have engaged with our customers to understand how they are using the app to learn how we might improve it further. One key learning is that our customers are using the cart calculator frequently, even when they're not using DG GO! kiosk to check out. We believe they are using the cart calculator to stay within their budget and optimize their shopping dollars. Based on this, we recently launched cart calculator in approximately 200 stores. Throughout the first half of 2019, we intend to roll out this useful tool for our customers in the majority of our stores. We have invested in upgraded Wi-Fi to facilitate in-store use of this and other digital tools.
Having a user-friendly and helpful suite of digital tools is becoming increasingly important to our customers and, therefore, to Dollar General. We know that our customers who more frequently engaged with our digital tools tend to shop with us more often and check out with larger average baskets. In fact, their baskets on average are about twice as large as those of nondigitally engaged shoppers.
Currently, we have more than 15 million digital coupon subscriber accounts and more than 900 million digital coupons were clicked in 2018. Our goals in 2019 are to increase our subscriber base and perhaps, more importantly, their frequency of use. We want to make sure that users are engaged with our app more frequently to save time and money. This means that we will be launching digital marketing strategies focused on customer acquisition, retention and engagement. Our goal is to use personalization to drive both sales and gross margin benefit over time.
Finally, as we continue to test and learn within our digital strategy, we plan to pilot buy online, pick up in store offering in the second half of fiscal 2019. We are in the early stages of many of these efforts within our digital strategy, and we are excited about the potential and the opportunities that lie ahead.
Turning now to non-consumable initiatives or NCI. In 2018, we began our test of a bold, new and expanded assortment in key non-consumable categories of home, domestic, housewares, party and occasion. With the amount of space dedicated to non-consumables that remains the same, we believe this merchandise strategy will drive greater sell-through. The NCI offering was added to approximately 700 stores as of the end of 2018, and we plan to have it in approximately 2,400 stores by the end of 2019. It is important to note that while it is still relatively early, we have now worked through multiple replenishment cycles and we like the momentum the reset is generating. We are seeing improvements in traffic and sales as well as meaningful improvement in category mix and gross margin within these stores. We believe this offering will continue to generate excitement for our customers as it rolls out more broadly.
Today I'm excited to introduce 2 new transformational initiatives that we are rolling out in 2019. The first initiative is one that we call DG Fresh. The DG Fresh initiative is a strategic, multiphase shift to self-distribution of perishable goods, primarily fresh and frozen. We believe this initiative will allow us to accomplish 3 key goals. First, it will allow us to reduce product costs, which can have a meaningful impact on our gross margin in the coming years. Second, it will facilitate higher in-stock levels of these goods, which should help to drive sales. And third, it will allow us to control our own destiny in fresh foods. Most notably by distributing perishables ourselves, we can carry more of the fresh products and brands our customers want. These include Better For You items and national brands.
Today there are many items we cannot cost effectively procure through our current model. In addition, self-distribution will allow us to offer a wider selection of our own private brands to provide our customers with even more compelling value.
Overall, we expect DG Fresh to allow us to do a better job of tailoring our product selection to fit the needs of our customers, particularly in rural areas. While our initial focus is on distributing the types of fresh and frozen products we already carry, this approach also provides a potential path forward to extending our produce offering to more of our stores in the future.
We launched this initiative early in calendar year 2019, and we are currently distributing to approximately 300 stores in the Northeast from a new cold storage facility we own in Pottsville, Pennsylvania. By the end of this fiscal year, our goal is to be serving as many as 5,000 stores, from up to 4 new DG Fresh distribution facilities. Beyond 2019, our goal is to fully implement DG Fresh initiative chain-wide within 3 to 4 years at an annual rollout pace similar to what you see in 2019. As John mentioned, the start-up cost for DG Fresh will be a headwind to SG&A this year. However, we expect this initiative to be meaningfully accretive to sales and operating margin over time.
The transition to self distribution has been relatively smooth, which is a testament to the strong relationships we have with our vendors, the support of our distributors and our proven ability to execute complex projects. We are excited about the potential for this initiative.
The second new strategic initiative we're introducing today is Fast Track. Fast Track is a 2-pronged approach to increasing labor productivity in our stores, enhancing customer convenience and further improving on-shelf availability. Driving our performance higher in these areas will be foundational to our ability to execute on our buy online, pick up in store pilot later this year. In addition, we believe that our successful Fast Track over the long term can create significant SG&A savings.
The first key component of Fast Track involves streamlining the stocking process in our stores, which we call one-touch unloading. This new approach is designed to make stocking shelves simpler and faster, reducing the amount of labor needed to complete this task. It will begin with fundamental changes at the distribution centers, which will make processes even more store-friendly, with products and deliveries sorted by location within the store.
Our focus is on reducing the amount of time spent stocking the shelves following a truck delivery, allowing us to get products on the shelves more quickly. We also believe we can reduce the amount of time that our store associates spend restocking shelves in between deliveries.
The second component of Fast Track is self-checkout option. This self checkout will allow customers to scan and pay for their items with little to no assistance needed from our associates. Dollar General is known for value and convenience, and our customers have told us that speed of checkout is vitally important to their in-store experience. Ultimately, Fast Track should help boost on-shelf availability and free up labor hours that we can dedicate to other in-store priorities such as customer experience. Our goal is to pilot Fast Track in several of our distribution centers and select stores during 2019. Following the pilot, we will determine the best plan for our broader rollout.
Like the DG Fresh initiative, Fast Track will also have an upfront cost that will impact SG&A. At scale, however, we believe this initiative will be accretive to our SG&A profile and well worth the investment.
These are just a few examples of how we continue to be an innovative leader in our channel. We are excited about these long-term strategic growth initiatives, which are fully aligned with our ongoing commitment to our 4 operating priorities. As you will recall, our first operating priority is driving profitable sales growth. We have a robust pipeline of initiatives in place to drive growth in 2019. Our most impactful merchandising initiative continues to be our cooler door expansion. As we head into 2019, this remains a significant opportunity. Cooler doors are a great traffic driver and they allow us to offer even more of the products our customers want. In fiscal 2019, we plan to install more than 40,000 cooler doors across our store base.
In 2018, we launched our Better For You initiative, which introduced healthier food options in more than 2,500 stores. This offering was in direct response to conversations with our customers who told us they wanted healthier options at affordable prices. We are pleased with the initial customer reception and the performance of this product set. We intend to offer the Better For You products in approximately 6,000 stores by the end of 2019.
Our new Good & Smart private brand has gained traction with our customers, and we are positioning it as a core product line in Better For You.
In addition to Good & Smart launch in 2018, we had great success with the launch of Studio Selection, our aspirational health and beauty private brand. In 2019, we are planning a similar private brand launch in baby products.
I'm also excited to announce that we'll be launching a new private brand in cosmetics in April. We remain dedicated to the beauty category at Dollar General, and we believe we can continue to take share from all classes of trade. As a premier private brand, it is an important part of our strategy. The new DG private brand will be called Believe and will include an inspiring lineup of attractively priced cosmetics that we think will be appealing to our customers.
This cosmetic line is just one part of our ongoing efforts to capture share in the health and beauty category. From efforts focused on the growing bath and body segment to enhancing the shopping experience in this section of the store with more intuitive signings and product placement, we have a lot of opportunity to drive HBA sales.
Across private brand, we continue to believe we can increase sales and penetration, which could have a meaningful impact on both gross margin and sales growth over the long term. In 2018, we conducted a holistic review of our private brand portfolio and are incorporating what we've learned into our 2019 go-to-market plan.
In addition to sales-driving initiatives, we continue to pursue opportunities to enhance gross margin. In 2019, we intend to roll out Electronic Article Surveillance units to approximately 3,000 stores. We expect to complete this rollout by the end of the second quarter, bringing the total for the chain to approximately 13,000.
Beyond this ongoing near-term opportunity, I'd like to give you a brief update on other longer-term gross margin opportunities. First, within distribution and transportation, we have continued to execute our strategy to reduce stem miles. I am proud to note that our distribution center in Longview, Texas, began shipping in January, and it is ramping up very quickly. And we expect our distribution center in Amsterdam, New York, to begin shipping later this year.
As of the end of 2018, we have successfully expanded our private fleet to approximately 200 tractors, up from 80 at the end of 2017. In 2019, we plan to expand our private fleet further. While this fleet remains a small piece of our overall transportation needs, we believe it continues to provide strategic flexibility.
Finally, foreign sourcing remains a long-term gross margin opportunity. We are specifically focused on diversifying country of origin as well as growing overall foreign sourcing penetration. We believe there are many countries around the world where we can source goods at even greater value for our customers.
Our second operating priority is capturing growth opportunities. As we enter 2019, our proven high-return, low-risk model for real estate growth is a core strength of the business. We have a long-standing track record of successfully opening hundreds of stores every year that meet our strict returns thresholds. The flexibility of our model has allowed us to invest in new formats, store growth and a remodel program, all with strong returns that contribute significantly to our growth. Our store format innovation allows us to expand our addressable market opportunity as well. This innovation will continue to play a key role in 2019, as we plan to open 975 new stores to serve communities across the country.
Our real estate model continues to focus on 5 metrics. These metrics help us determine that new store growth remains one of the best uses of our capital. We continue to see great results, with new store sales performing at nearly 100% of pro forma expectations and returns near the high end of our 20% to 22% goal. We are proud of our track record for executing successful real estate projects. In 2018, we completed a total of 2,065 real estate projects, 65 more than we had originally anticipated.
For fiscal year 2019, we plan to remodel 1,000 mature stores and relocate 100 stores. We expect approximately 500 remodels to be in the Dollar General Traditional Plus, or DGTP, format. We also expect to add produce to approximately 200 stores, the majority of which will be DGTP remodels.
As a reminder, our traditional remodel stores, which have approximately 22 cooler doors, deliver a 4% to 5% comp lift on average in year 1, and DGTP remodels with approximately 34 cooler doors delivers a 10% to 15% comp lift on average in year 1. DGTPs with produce are at the high end of this range.
Over the past 2 years, we have conducted an exhaustive pilot of our DGX stores, and during that time, we have refined and enhanced the concept. We are now confident that we can drive profitability in this smaller box, and we plan to open approximately 10 DGX format stores this year. DGX stores are about half the size of a traditional Dollar General and have a product selection that is tailored to vertical living customers, particularly millennials. We are excited about these plans for continued growth and innovation in 2019.
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. This process has served us well, and the entire organization has embraced the cost control mindset. In our stores, we continue to manage expenses through the efforts such as optimizing product assortment, reducing operating complexity and reducing product movement within the stores.
One of the reasons we are so excited about our Fast Track initiative is that we believe it has potential to be a significant and incremental driver of store-level efficiency.
Our fourth operating priority is to invest in our people as we believe they are a competitive advantage. Our ongoing dialogue with our employees is critical, and we learn from these conversations to reinforce our position as an employer of choice.
In 2018, we greatly expanded our benefits to include those that resonate most with our employees, including paid parental leave for mothers and fathers, adoption assistance and day 1 access to healthcare benefits for store managers. We also launched new training programs, including a private fleet driver training program for distribution center employees to complement other existing educational benefits such as tuition assistance and college course credit for store manager training. And I am very proud to announce that for the eighth consecutive year, Dollar General was named to Training magazine's Top 125 Training List, ranking #1 overall on the most recent 2019 list.
In 2019, we are expanding our benefits to include day 1 eligibility for telehealth benefits for all employees in our organization. Our part-time employees told us they need help accessing affordable healthcare, and we believe this will be a valuable benefit.
We always monitor the wage environment carefully and believe we are well positioned across the organization, as illustrated by robust applicant flow at every level. Our investment in store manager wages and training continued to pay dividends in 2018, and we finished the year with our lowest store manager turnover rate on record.
We are also doing very well at the store level, where we are seeing our time-to-fill open positions at all-time best levels for the company. We think our competitive compensation and benefit package is compelling, but we believe that the opportunity to build a long-term career with a growing retailer is the most important currency we have to attract and retain talent. In 2019, we plan to create approximately 8,000 net new jobs. This growth creates an environment where employees have opportunities to advance to higher paying and higher responsibility jobs in a relatively short amount of time. Being an employer of choice is a priority for us, and we will continue to seek out opportunities to enhance our employee experience.
In closing, 2018 was a very good year for Dollar General. The business is in great shape as we enter 2019 and we are excited about the future. As John mentioned, our long-term goal generally remains to deliver double-digit adjusted EPS growth. To do this, we need to make smart business decisions that focus both on growing the top line and capturing incremental operating margin where and when we can. Today I have highlighted how our progress on our initiatives and operating priorities contributed to a great 2018.
Looking ahead, we believe we are making the right long-term strategic investments from a position of strength. With our business model that leverages our real estate acumen, low-cost operating experience and our laser focus on delivering value and convenience to our customers, we believe that Dollar General's business is differentiated from the rest of the retail landscape. I believe we have the best team in consumable retail, and I hold each person on my senior team accountable for delivering today and planning for tomorrow's growth. I am confident that no one on the team will be satisfied with anything less. I am proud of the team's innovative approach to retailing, the strategic initiatives they have put forth in motion and the financial performance we are driving. We continue to be the leader within our channel.
We believe we operate in one of the most attractive sectors in retail, and we have confidence that our strategy and execution will allow us to continue to reach our goals.
Finally, our heartfelt thanks to each and every one of our more than 135,000 employees for the hard work that they do every day, which allows us to fulfill our mission of serving others.
With that, operator, I'd now like to open the lines for questions.