Todd Vasos
Analyst · JPMorgan
Thank you, John. I'm very proud of the progress the team has made in advancing our key strategic initiatives, which we believe better position us for the long-term sustainable growth. Let us take you through some of the most recent highlights.
Starting with our nonconsumable initiative or NCI. As a reminder, NCI consists of a new and expanded assortment in key nonconsumable categories, including home, domestics, housewares, party and occasion. The NCI offering was available in more than 2,100 stores at the end of the third quarter, and we remain on track to expand the offering to a total of approximately 2,400 stores by the end of 2019. We recently completed our sixth replenishment cycle, and I'm very pleased with the sustained positive sales and margin performance we are seeing across our enhanced product categories. We also continue to see a positive halo effect in consumable sales. Overall, this performance is contributing to improvements in both total sales and gross margin rate in these stores. These results reinforce our belief that NCI can be a meaningful sales and margin driver as we move forward. In fact, as I mentioned earlier, our plans include accelerating the rollout of NCI to a total of about 5,000 stores by the end of 2020 as we look to further complement our strong and growing consumable business.
Turning now to DG Fresh, which is a strategic multi-phased shift to self-distribution of our frozen and refrigerated goods such as dairy, deli and frozen products. These goods currently represent approximately 8% of our total sales. The primary objective of DG Fresh is to reduce product cost on our frozen refrigerated items, thereby enhancing gross margin. And while still early, we are very pleased with the progress and product cost savings we are seeing. Three other important goals of DG Fresh are to drive on-time deliveries higher, increase in-stock levels and eventually expand our assortment offering in these categories. This could include a wider selection of both national and private brands as well as an enhanced offering of Better For You items.
In total, we were self-distributing to approximately 4,900 stores from 4 DG Fresh facilities at the end of fiscal Q3 and now expect to capture benefits from this initiative in more than 5,500 stores by the end of this year. This compares to our previous expectation of approximately 5,000 stores being serviced by DG Fresh at year-end. Given the success we are seeing and great progress by the team, we now plan to begin shipping out of our fifth DG Fresh facility by as early as fiscal year-end 2019. We believe this positions us well to capture additional benefits as we move into next year and as we expect DG Fresh will be accretive to both gross margin and operating profit rate in 2020.
In short, we are very excited about the results we are seeing from this initiative as well as the long-term potential benefit it can deliver for our customers and our business. With respect to our digital initiative, our efforts remain focused on deploying technology to further enhance the customer in-store experience. In total, we believe digital can drive additional traffic as well as an increase in basket size. In turn, our digital engaged customers checkout with an average basket twice as large as the company average. One important element of our digital strategy is pursuing opportunities to expand our customer relationships, including innovating to meet their increasing desire for convenience. To that end, some of the more recent highlights include the consolidation of our DG GO! app into our primary Dollar General app, bringing all our customer-facing digital tools together in one easy-to-use application and furthering our efforts to deliver an even more frictionless shopping experience to our customers. The further rollout, DG GO! checkout, now available in more than 700 stores, which allows customers to use their phones to scan items as they shop, and then skip the line by using a DG GO! checkout. Expansion of our cart calculator in-app shopping and budgeting tool to approximately 15,000 stores, up from about 12,000 stores at the end of the second quarter. And finally, we remain on track to pilot DG pickup, which is our buy online, pick up in store offering during the fourth quarter. Our digital efforts are focused on making things easier for our customers by providing an even more convenient, frictionless and personalized shopping experience. Importantly, these efforts will continue to be tailored specifically to the Dollar General customer and remain an important component of our long-term growth strategy.
Moving now to Fast Track, where our goal includes increasing labor productivity in our stores, enhancing the customer convenience and further improving on-shelf availability. There are 2 key components to Fast Track. First is streamlining the stocking process in our stores through rolltainer optimization and with even more shelf-ready packaging. These efforts are designed to reduce the amount of time spent stocking shelves during the truck unloading and restocking process, and we're pleased with the labor productivity improvements we are already seeing. We remain on track to complete our rolltainer optimization efforts by year's end, which is well ahead of schedule and positions us well to drive even greater efficiencies as we move forward.
The second key component of Fast Track is self-checkout, which we believe can further improve speed of checkout, while also reducing the amount of labor hours devoted to this activity. We recently launched a pilot in select stores and are pleased with the early results.
Overall, we are making great progress with our key strategic initiatives, enabled through focused and disciplined execution. We believe we are the innovative leader in our channel and remain well positioned to capture market share in a changing retail landscape.
Along with our strategic initiatives, we remain committed to our 4 operating priorities. Let me take our last few minutes to update you on some of our recent efforts. Our first operating priority is driving profitable sales growth. The team has executed against a comprehensive plan to drive continued sales and profit growth with several ongoing initiatives.
Let me quickly highlight just a few. Starting with our cooler door expansion program, which continues to be the most impactful merchandising initiative. During the first 3 quarters, we added nearly 35,000 cooler doors across our store base. In total, we expect to install more than 40,000 cooler doors this year as we continue to build on our multiyear track record of growth in cooler doors and associated sales. As a reminder, last quarter, we began incorporating higher-capacity coolers into the majority of our new, remodeled and relocated stores. These coolers provide 45% more holding capacity than traditional coolers, which will allow us to expand our assortment offering by approximately 25%, creating additional opportunities to drive higher on-shelf availability and deliver a wider product selection. We believe these efforts not only extend our runway for growth in cooler doors, but also better positions us to capture additional sales opportunities, including those associated with DG Fresh.
Turning now to private brands, which continues to be an important area of focus for us. We know that private brands represents an opportunity to further enhance our value proposition for customers while also benefiting gross margin. We are executing a variety of tactics to drive additional growth of these brands, including enhancing our current offering as well as introducing new product lines. One key area of focus is accelerating growth within our existing private brand portfolio, where our plans consist of rebranding and repositioning these products to drive greater customer penetration. We have seen great success with our efforts to date, including Studio Selection and Gentle Steps, and believe there is significant opportunity with other existing brands as well.
In addition to our rebranding efforts, we have introduced new brands in certain categories where we see sizable opportunities for growth. Recent examples include the introduction of our popular Believe cosmetic line as well as our Good & Smart brand, which remains an important part of our Better For You offering. In fact, as a result of its success, Better For You offering is now available in approximately 55 -- 5,400 stores, with plans for further expansion as we move forward. We are constantly evaluating our private brand portfolio, and we'll look to further enhance our offering when and where we see opportunities. Importantly, we are seeing some of our best private brand sales performance in several years, which reinforces our belief that we are on the right track to deliver an even greater value to our customers while continuing to drive profitable sales growth.
Finally, a quick update on our FedEx relationship. During the quarter, we rolled out this convenient package pickup and drop-off service to more than 1,800 stores and expect to be in over 8,000 stores by the end of 2020. And while still early, we are pleased with the reception this services offering is receiving from our customers and continue to believe it will become a traffic driver over time. We continue to explore innovative opportunities to serve our customers, and we are excited about and able to deliver the [ leverage ]. Our unique real estate footprint allows us and also the convenient locations across the country.
Beyond these sales-driving initiatives, we are also focusing efforts on enhancing gross margin. In addition to the gross margin benefits associated with NCI, DG Fresh and private brand efforts, shrink reduction remains an important area of focus for us. We added approximately 1,000 additional electronic article surveillance units in the third quarter. Bringing the total number of stores with EAS to approximately 13,600, and we remain on track to incorporate these units in all stores by the end of the year. We also continue to make progress in pursuit of further distribution and transportation efficiencies as we recently began shipping from our 17th traditional distribution center in Amsterdam, New York. Additionally, we remain on track to reach our goal of approximately 300 private fleet tractors by the end of the year.
Finally, while the team has made significant progress with our tariff mitigation efforts, we continue to see opportunities to expand our foreign sourcing penetration while diversifying our countries of origin. Overall, we're pleased with the great work the team is doing across the business to further drive profitable sales growth.
Our second operating priority is capturing growth opportunities. We celebrated a significant milestone in the third quarter as we opened our 16,000th store. This is a testament to the fantastic work of our best-in-class real estate team. Our proven high-return, low-risk model for real estate continue to be a core strength of the business. As a reminder, our real estate model continues to focus on 5 metrics that have served us well for many years in evaluating new real estate opportunities. These metrics include new store productivity, actual sales performance, average returns, cannibalization and the payback period. Of note, our portfolio of new store openings in 2019 continues to perform very well, consistently beating pro forma expectations.
For 2019, we remain on track to open 975 new stores, remodel 1,000 stores and relocate 100 stores. Through the first 3 quarters of the year, we opened 769 new stores, remodeled 928 stores, including 480 in the higher cooler count DGTP or DGP formats and relocated 75 stores. We also added produce to 65 stores during the quarter, bringing the total number of stores which carry produce to more than 600.
As I noted earlier, for fiscal year 2020, we plan to open 1,000 new stores, remodel 1,500 stores and relocate 80 stores, representing nearly 2,600 real estate projects in total. Additionally, we plan to add produce in approximately 250 stores in 2020.
Notably, we expect more than 1,100 of our remodels to be in the DGTP or DGP format. The remainder of the remodels will primarily be in the traditional format. As a reminder, our traditional remodel stores, which has an average of 22 cooler doors delivers a 4% to 5% comp lift on average. This compares to an average comp lift of 10% to 15% for a DGTP or DGP remodel, which has an average of 34 higher capacity cooler doors. Given the strong results we continue to see from our remodel program, we are excited about the 50% increase in remodels we are targeting for next year. Investing in our mature store base to incorporate our best and most impactful initiatives is an important component of our real estate strategy as we continue to leverage recent learnings and format innovation to capture additional market share.
With regards to new stores, we plan to accelerate the rollout of our DGX format next year, targeting about 20 additional stores, bringing the total number of DGX stores to approximately 30 by the year-end 2020. And the remainder of new store openings will primarily be in the traditional format, the majority of which will include higher-capacity coolers. I am very proud of the team's ability to execute such high volumes of successful real estate projects, and we are excited about the continued growth opportunities ahead.
Our third operating priority is to leverage and reinforce our position as a low-cost operator. With the customer always at the center of everything we do, we remain committed to our low-cost approach throughout the organization. We have a clear and defined process to control spending and are constantly seeking opportunities to reduce cost where possible through a zero-based budgeting mindset. This process has produced significant cost savings to date, in addition to fee-generating initiatives such as our FedEx relationship. We believe low cost always drives out high cost, and we are steadfast in our pursuit of these opportunities.
Our fourth operating priority is to invest in our people as we believe they are a competitive advantage. These efforts continue to yield positive results across the business, as evidenced by continued record low store manager turnover, strong applicant flow and a robust internal promotional -- excuse me, promotion pipeline. We continue to engage directly with our employees and are pleased with the participation rate and valuable feedback received in our most recent employee engagement surveys. We value these conversations and look forward to continuing our work together to further enhance our position as an employer of choice.
We believe the opportunity to start and develop a career with a growing company is a unique competitive advantage and remains our greatest currency in attracting and retaining talent. To that end, in 2020, we plan to create more than 8,000 net new jobs, importantly, our growth continues to foster an environment where employees have opportunities to advance to roles with increasing levels of responsibility in a relatively short time frame. In fact, more than 12,000 of our current store managers are internal promotes, and we continue to seek innovative opportunities to develop our teams. In October, we celebrated our 80th anniversary. A lot of change has occurred in 80 years, but the one constant has been our unique culture, which is deeply rooted in our company mission of serving others.
On that note, we recently completed our annual community giving campaign where employees across the organization come together to raise funds for a variety of important causes. I'm impressed every year by the generosity and compassion demonstrated by our team members, which reinforces our culture is alive and well and is a competitive advantage for Dollar General.
In closing, we are pleased with another strong quarter and the continued momentum we saw in the business. As a mature retailer and growth mode, we believe we are uniquely positioned to continue delivering value and convenience for our customers and long-term value for our shareholders. As we are working through the busiest months in retail, I want to offer my sincere thanks to each of our approximately 140,000 employees across the company for their tireless dedication to serving our customers every day. Our people truly make the difference at Dollar General. And as I had mentioned, their dedication to fulfilling our mission of serving others is the bedrock of our culture. We are excited about our results through the first 3 quarters and are working hard to finish the year on a strong note.
With that, operator, we would now like to open the lines for questions.