Todd Vasos
Analyst · JPMorgan
Thank you, John. We're very pleased with the first quarter results and the strong start to 2019. We have an innovative, robust portfolio of initiatives that are beginning to gain momentum and want to take the next few minutes to update you on the progress we made this past quarter.
Starting with our nonconsumable initiative or NCI. As a reminder, NCI is our early-stage initiative focused on a new expanded product offering in key nonconsumable categories of home, domestics, housewares, party and occasion. The NCI offering was available at more than 1,100 stores at the end of the first quarter, and we plan to include it in approximately 2,400 stores by the end of 2019. We have learned a lot from these stores, and we are already applying the lessons learned from successes in many nonconsumable departments across the chain. We're very excited about the results we're seeing from these stores and have now moved through many replenishment cycles. We are seeing lifts in nonconsumable sales particularly within seasonal and home but also delighted to be seeing a positive halo effect in consumable sales. Additionally, while it's still early, we're seeing a positive impact on customer traffic in these stores. As a result, we are driving higher sales and seeing improvements in both mix and gross margin in these stores.
Next, I want to update you on DG Fresh, which is one of the newest strategic initiatives we introduced in our Q4 call in March. As a reminder, DG Fresh is a strategic, multiphase shift to self-distribution of frozen and refrigerated goods such as dairy and deli. We began shipping from our first DG Fresh facility in Pottsville, Pennsylvania in January, and we are serving more than 800 stores in the Northeast. While it's still early, we're already successfully reducing product costs on these types of items. We believe that [ if ] we continue to scale DG Fresh, it will be -- meaningfully improve our gross margins. Two other important goals for DG Fresh are to drive higher on-time delivery and in stocks, and we're encouraged by the early results, which are in line with our projections.
In addition to the gross margin and in-stock benefits, DG Fresh will eventually allow us to control our own destiny in these categories. This will include a wider selection of both national and fiber brands that our customers seek as well as enhanced offering of Better For You items. While produce is not included in the initial rollout, we believe DG Fresh could provide a path forward to expanding our produce offering to more stores in the future. We have signed leases on 3 more DG Fresh facilities that we intend to open in 2019. We plan to begin shipping from our second facility in Clayton, North Carolina within the next few weeks. For fiscal 2019, our goal remains to roll out our self-distribution model to as many as 5,000 stores from up to 4 facilities. We're excited about DG Fresh and the many benefits it can deliver for our customer and our business, and we believe it can be accretive as early as 2020.
Turning now to digital. During the first quarter, the team continued to make great strides in deploying technology to further enhance the in-store experience. One great example of this work is our launch of the all-new Dollar General app, which redesigns the coupon clipping experience for our customer, removing friction in the clipping process in several ways. Our customers can now search for coupons by product category, type or name, and they can also use the app to scan a product and search for any available coupon. In addition, we've introduced new features that help integrate our digital and traditional media, including an interactive circular. We are very excited with the early feedback. Our digital coupons continue to grow in popularity with our customers, and we now have approximately 17 million digital coupon subscriber accounts, and more than 300 million digital coupons were clipped in the first quarter.
We also continue to innovate within the DG GO! app. As a reminder, this app allows customers to use their phones to scan items as they shop, see a running total of items in their basket using our cart calculator and then skip the line by using the DG GO! checkout. Through the end of the first quarter, we have had more than 200,000 downloads of DG GO! and are averaging more than 40,000 monthly active users. We have DG GO! checkouts in approximately 250 stores and our goal is to have DG GO! in approximately 750 stores by the end of the fiscal year.
We have previously noted that our customers are using the cart calculator functionality frequently as a budgeting and optimization tool even when they are not using DG GO! to check out. Based on this insight, we intend to make cart calculator available in more than 12,000 stores by the end of the fiscal year.
As we move through 2019, we will continue to focus our efforts on developing new tools to enhance the value and convenience proposition for our customers. For example, we're working on consolidating our DG GO! and Dollar General coupon apps into 1 easy-to-use, customer-friendly app. Additionally, we're identifying opportunities to harness the power of the data we have available to us and how we use that data to increase our ability to personalize the shopping experience for our customers.
We will continue to evolve our digital suite of tools to serve not only the customers we have today but also the customers of the future. Our digital strategy is an important component of our long-term growth strategy, and we're excited about the many opportunities ahead.
Our fourth strategic initiative is Fast Track. Fast Track is a two-pronged approach to increasing labor productivity in our stores, enhancing customer convenience and further improving on-shelf availability. There are 2 key components to Fast Track. First, we are streamlining the stocking process in our stores. This starts with an update of sorting processes at our distribution centers that is facilitating our ability to optimize the way we pack our rolltainers. Our goal is to reduce the number of steps required to get product from truck to our store shelves. To help you visualize this, our goal is that each rolltainer only contain products for 1 or 2 adjacent aisles. While this may sound simple, the improved efficiencies from this change are expected to save a significant amount of store labor that can be redeployed to other customer-facing activities or channeled into labor productivity gains. Our goal is to complete the re-sorting process in all existing traditional distribution centers by the end of 2020.
As part of our streamlined stocking process, we will also look to incorporate more shelf-ready packaging. While this will take a little bit more time to achieve, we believe we can reduce the number of case packs that must be broken apart and thus, reduce the amount of time spent restocking shelves between deliveries and/or reduce the number of items mischaracterized as an out of stock. This should have a positive impact to us on on-shelf availability as items that may appear to be out of stock that are actually either on our sky shelves or in our backroom.
The second key component of Fast Track is a self-checkout test, which will allow customers to scan and pay for their items with little to no assistance from our associates. We believe this checkout option can further improve speed of checkout for our customers and reduce the number of labor hours devoted to checking out our customers. Our goal is to begin the self-checkout pilot in select stores later in 2019.
As John mentioned, while there'll be a significant SG&A price tag for our Fast Track in 2019, an upfront one, we believe that it can enhance customer convenience and also drive SG&A expense over time.
We believe we are the innovator -- innovative leader in our channel, and we are excited about our long-term strategic initiatives. We remain committed to our 4 operating priorities, and I want to take our last few minutes to update you on some of the recent efforts.
Our first operating priority is driving profitable sales growth. Cooler door expansion continues to be the most impactful merchandising initiative. We began our cooler expansion efforts in earnest in 2013. In addition to being a great traffic and ticket driver, our success in expanding our cooler footprint has provided the scale necessary to initiate DG Fresh. In the first quarter, we added more than 12,000 cooler doors across the chain. We also increased the number of stores with our Better For You offering in the first quarter, bringing the total for the chain to approximately 3,400 stores. Our new Good & Smart private brand continues to be popular with our customers, and it remains an important part of our Better For You offering.
We have many ongoing efforts in the health and beauty area in 2019. Most recently, we launched Believe, our private cosmetic brand with all items priced at $5 or less. We have seen great initial customer response to this aspirational brand, and we are excited for more of our customers to try these goods over time.
The final merchandising initiative I want to highlight today is the partnership with Western Union as we announced in the first quarter. This is a great opportunity to leverage our real estate footprint to offer our customers the ability to send or receive cash in more than 15,000 convenient locations. This agreement creates value for Dollar General in 2 key ways: first, we receive a commission for each transaction; and second, by delivering a new service that our customers want, we believe that it can become a traffic driver over time. As you hear from us frequently, the customer is at the center of everything we do. And this new service is another great example of offering her solutions she wants.
Beyond these sales-driving initiatives, we are continuing efforts to capture several gross margin opportunities. In addition to the gross margin benefits of NCI and DG Fresh, reducing shrink remains an important opportunity for us. We rolled out nearly 900 more Electronic Article Surveillance units in the first quarter, bringing the total number of stores with EAS to approximately 11,000. Our goal remains to have EAS in approximately 13,000 stores by the end of the year.
We also continue to pursue distribution and transportation efficiencies to support our profitable sales growth. As John noted, we are seeing some continued inflation in 2019 in transportation costs primarily from fuel rates, which further emphasizes the importance of these efforts. For example, we continue to make progress in reducing stem miles, and our Longview distribution center has ramped up nicely since we began shipping in January. And we intend to begin shipping from our distribution center in Amsterdam, New York later this year. We're also further expanding our private fleet and intend to grow it by at least another 75 tractors by the end of fiscal 2019. This year's private fleet expansion will be largely focused on our DG Fresh facilities, and we believe it remains an important part of our overall transportation strategy.
Finally, foreign sourcing remains a long-term gross margin opportunity, and our goals include increasing penetration as well as diversifying countries from which we source. The team is successfully finding products in key categories that can be sourced internationally, and we believe there are many additional products and channels to explore.
Our second priority is capturing growth opportunities. Our proven, high-return, low-risk model for real estate growth remains a core strength for our business. Our real estate model continues to focus on the 5 metrics that have served us well in evaluating thousands of new stores in recent years. These metrics include: new store productivity, actual sales performance, average returns, cannibalization and the payback period. Even as we see changes on the competitive landscape, our real estate projections continue to perform well against these metrics, reinforcing our belief that new store growth is the best use of our capital. Our remodel and relocation program is a great supplement to our new store growth strategy, and overall, we continue to see strong results from our portfolio of real estate projects.
We made tremendous progress toward achieving our real estate project goals in the first quarter. During the quarter, we opened 240 new stores; remodeled 330 stores, including 128 DGTP remodels; and relocated 27 stores. We also added produce to approximately 50 stores, bringing the total of stores across the chain offering produce to approximately 480. As a reminder, on average, our traditional remodeled stores, which have an average of 22 cooler doors, deliver a 4% to 5% comp lift. And a DGTP remodel, which has an average of 34 higher-capacity coolers, delivers a 10% to 15% comp lift, with the addition of produce driving comps to the high end of this range. We have a robust real estate pipeline in place, and we are excited about the continued growth ahead of us in 2019.
Our third operating priority is to leverage and reinforce our position as a low-cost operator. The discipline with which the team approaches spending continues to be a great strength. Our clear and defined process to control expenses governs spending decisions and has resulted in a strong cost control mindset. We continue to focus efforts around the organization on reducing costs where possible through a zero-based budgeting process. While this operating philosophy is generally focused on cost reduction, it has also proven to be a great springboard for many of the ideas. In fact, this process was the foundation for both Fast Track and Western Union. And we believe it continues to serve us well as we reinforce our position as a low-cost operator.
Our fourth and final operating priority is to invest in our people as we believe they are a competitive advantage. We believe the opportunity to develop a career with a growing retailer is unique in many of the communities we call home, and we are proud of the thousands of associates who have taken advantage of this opportunity. More than 11,000 of our current store managers are internal promotes, and we continue to champion strong development and training programs for our associates to grow.
On the supply chain side, our first class of employees has completed the private fleet driving training program. This program pays for distribution center associates to obtain their commercial driver's licenses and furthers their careers. We keep a close eye on key metrics related to our employee -- our people, and we are pleased with what we are seeing. We continue to have a robust applicant flow at every level. Additionally, while it's still early in the year, store manager turnover is trending better in 2019 than 2018, which was our best year on record. We are continually engaging with our entire employee base, and we believe this dialogue is vital to cultivating the strong Dollar General culture. Remaining an employer of choice is an important priority for us, and we believe that we are well positioned to continue to attract and retain talent.
In closing, we are very pleased with our strong first quarter and excited about our position and outlook for the remainder of 2019. As we said we would, we are driving growth on multiple fronts, and I'm delighted with the team's ability to deliver across so many complex projects simultaneously. Our real estate growth strategy is generating thousands of new store openings and remodels, and we have a portfolio of robust initiatives in place that we believe will have a meaningful, positive impact on our business for years to come. In short, we are using our mature and stable business as a foundation to drive innovation and growth.
We believe we operate in the most attractive sector in retail, and we continue to differentiate the Dollar General business from the rest of the retail landscape through our distinct combination of value and convenience in a unique real estate footprint.
Our mission of serving others guides all we do at Dollar General, and the team remains focused on serving our customers every day while driving long-term value for our shareholders. I want to thank each of our more than 137,000 employees across the company for all of their hard work every day. I'm excited about what we can accomplish together in 2019.
With that, operator, we would now like to open the lines for questions.