Dollar General is Mass Retailer of the Year

In 2025, Dollar General demonstrated that success isn’t just about size ­— it’s about connection. The retailer earned this year’s Mass Retailer of the Year title by refocusing on its core mission: serving local communities as a trusted neighborhood general store. By prioritizing everyday essentials at affordable prices, improving the in-store experience for both employees and customers, and deepening its commitment to the communities it serves, Dollar General delivered standout results. The company posted stronger sales, improved margins, expanded digital capabilities, and a 30% year-to-date increase in its stock price through the end of the third quarter.

The company’s results underscore the power of its purpose-driven and service-minded approach to retail. When Todd Vasos returned to Dollar General in October 2023, he quickly set a “back to basics” strategy in motion, refocusing the organization on customer needs, value and operational simplicity. Just over two years later, the nation’s largest small-box discount retailer is seeing the payoff. Vasos is quick to credit the company’s more than 195,000 employees for bringing the strategy to life across its nearly 21,000 stores.

Working closely with his leadership team — including newly promoted chief operating officer Emily Taylor — Vasos is balancing disciplined execution with innovation. The goal: Advance operational excellence, employee development, real estate growth and digital capabilities in tandem, while keeping the customer at the center of every decision.

“You can feel the difference in our stores,” said Cassie Wagoner, DG’s regional director of stores in eastern Kansas, southwest Missouri and northern Oklahoma. “Getting back to the basics has brought clarity and pride to the work we do every day. When shelves are full and our teams have the support they need, our customers notice. That’s what drives us.”

Real estate remains a powerful growth lever for the company. In the third quarter of 2025, Dollar General opened 196 new locations, including seven Mi Súper Dollar General stores in Mexico, bringing its total there to 15. Also important are two remodel initiatives designed to enhance the in-store experience: Project Renovate and Project Elevate. 

“It just makes it feel more relaxed. I browse a lot more than I normally would,” said customer Ligia Rodriguez. “The store truly thinks things through in the sense of meeting our needs.”

The remodels have been well received by employees as well.

“I can’t believe it was our store that was chosen to have the remodel,” said Trenita Whitehead, a store manager in Nashville, Tenn. “The first time I walked in and saw our store was completed, I cried and hugged my teammates like ‘We did it, we did it!’ It’s beautiful.”

Dollar General district manager Dana Fuhrmann, who leads stores in middle Tennessee, said the changes bring a sense of renewed pride to the store teams. “They’re just excited to show it off, they’re proud of where they work, they’re proud to wear the DG logo, and they’re excited about showing what they’ve accomplished through Project Renovate.”

The company opened 556 new stores and completed 1,675 Project Elevate remodels and an additional 2,048 Project Renovate remodels through the third quarter of its 2025 fiscal year. Dollar General is planning an aggressive real estate push in 2026, with 4,730 projects in the pipeline as of its third quarter 2025 earnings report. The plan includes 450 new U.S. stores, 2,000 Project Renovate remodels, 2,250 Project Elevate remodels, and 20 relocations. Most new openings will feature the 8,500-square-foot format, designed to expand assortments of nutritious and refrigerated foods, beauty products and other everyday essentials.

Each new Dollar General is intended to deliver more than convenience. The company aims to create local jobs and career advancement opportunities, provide affordable access to everyday necessities, generate tax revenue for communities, and support local schools, libraries and nonprofits through the Dollar General Literacy Foundation’s grant programs. Additionally, DG’s new store presence provides opportunities to offer fresh produce to communities seeking affordable access to healthier foods.

While Dollar General’s leadership remains focused on executing its “back to basics” strategy, the company is also closely listening to — and learning from — its customers. Today’s shoppers are seeking everyday value, convenience and savings not only in stores, but across multiple omnichannel touchpoints, including delivery. In response, Dollar General has built a fast-growing digital ecosystem that includes a robust mobile app, same-day delivery through the DG app and third-party partners, and an expanding DG Media Network — all reshaping how the retailer engages with its customers.

For many shoppers, the delivery option is more than a convenience. The lack of a vehicle might otherwise limit these customers’ ability to purchase food, over-the-counter medicines, household supplies, or even toys and everyday essentials for their families. Meanwhile, basket sizes for delivery orders exceed those of in-store transactions, and the Dollar General Media Network (DGMN) — the company’s retail media arm — continues to post double-digit growth. “Delivery brings e-commerce to DG, and e-commerce opens the door to even more personalized online experiences for our shopper, and more omnichannel opportunities for our DGMN partners,” said Lydia Thacher, DG’s vice president of digital commerce.

Dollar General’s resurgence comes at a moment when American consumers — from rural households to suburban families — are reevaluating retail options. The company’s ability to deliver an engaging customer experience, everyday low prices, and convenient access is resonating with a wide range of consumers.

“Our customers continue to tell us how much the $1 price point matters to their families,” said Angela Martin, DG’s vice president of consumer insights and branding. “We’re listening. That’s why value remains at the heart of what we do.”

Dollar General’s recognition as MMR’s 2025 Mass Retailer of the Year underscores the company’s unwavering commitment to delivering value and convenience for its customers while creating meaningful impact in the communities it serves. As DG continues to expand its footprint and enhance its offerings, this recognition reflects the dedication of its employees who make growth and service excellence possible.

Employees are Key to Success

One of the company’s operating priorities — “investing in the growth and development of our teams ” — provides the foundation for a focus on employees that is evident across Dollar General’s business and is reflected in its mission of “Serving Others.”

The Goodlettsville, Tenn.–based retailer operates nearly 21,000 stores across the continental 48 states and employs more than 195,000 people — and the company’s leadership says its teams play a vital role in shaping how those stores operate, how they develop, and how they continue providing everyday value and convenience for the millions of households that rely on DG every day.

At Dollar General, employees are the heart of the company. The company points out that nearly 40% of DG’s store managers began their careers as part-time sales associates, and, on average, a store employee can grow from a part-time employee into a store manager role within three years. Additionally, nearly 90% of the company’s senior leadership team were promoted from within the organization. Growth and development aren’t just buzzwords at DG — they’re considered hallmarks of the employee experience.

“People come here for a job but stay for a career, because Dollar General is so much more than a retailer. We are a place that changes lives,” says Kathy Reardon, executive vice president and chief people officer at Dollar General. “Our employees’ successes, both personally and professionally, are important to us, and it drives our commitment to creating an environment that provides support and growth opportunities.”

A component of Dollar General’s employee experience is training programs and practices to help employees reach their career goals, with opportunities to customize and tailor their professional development and learning journeys.

“We are dedicated to providing education and career growth for our employees through world-class training, innovative development programs and education advancement opportunities,” explains Reardon.

Dollar General’s award-winning training programs have earned consecutive top honors from Training magazine, including a Hall of Fame designation. These programs are designed to meet employees where they are and help them reach their goals. From the Store Manager Ladder (SML) program, which supports advancement from store manager to district manager, to the CDL program that enables employees to join DG’s private fleet and more, opportunities abound.

DG also offers full-tuition-covered degree programs at select universities, annual tuition assistance stipends, and even free, transferable college courses for employees and their immediate family members starting on day one. The company also helps team members earn their GEDs, reinforcing its commitment to literacy and education and a belief that a successful career at DG is possible regardless of educational background.

DG’s leadership pipeline is strengthened through various mentorship initiatives. For example, the Emerging Leaders and Advanced Leaders programs pair high-potential employees with senior officers, and the company’s Develop 2 Lead program connects directors and senior directors with company officers, ensuring mentorship remains a cornerstone of career progression.

“Participating in Develop 2 Lead and the Advanced Leadership Program at Dollar General provided me with an incredible opportunity to build connections with peers who champion my career and to strengthen leadership skills that I still apply today,” said Crystal Luce, Dollar General’s senior director of public relations. 

Employee feedback is central to DG’s approach. Through annual surveys, pulse checks, listening sessions, and an open-door policy that extends to the chief executive officer, DG continuously refines its programs to meet the evolving needs of its workforce. 

The company emphasizes that its customer experience will never exceed its associate experience, underscoring its belief that engaged employees drive exceptional service, alongside the acknowledgment that employee feedback is a critical component to providing the best employee experience so teams can best serve its customers. 

“We believe our employees’ voice is critical to our success, and our teams continue to talk to us about what’s working well and improvements they’d like to see,” said Reardon. “We’re excited to be on this journey with them.”

What truly sets Dollar General apart is its purpose-driven culture. Employees often share that they feel part of something bigger — whether through career growth, community support or the impact of the Dollar General Literacy Foundation. 

“We believe the greatest asset is the Dollar General team,” said Todd Vasos, Dollar General’s CEO. “With nearly 21,000 stores across the country, Dollar General provides unique accessibility to new jobs and the opportunity for meaningful career growth within our growing organization. Those advancement and development opportunities, combined with a mission that truly sets us apart from others, reaffirms our employee feedback that our teams feel like they’re part of something greater. I am continually grateful for our teams’ dedication to our mission, our customers and communities across our store, distribution, private fleet and office presences.”

Creating Oases in Food Deserts

For many Americans, fresh food is not a given — it’s a luxury. Dollar General has become a lifeline for small towns where grocery options are scarce. 

“As America’s neighborhood general store, Dollar General offers customers a variety of food options, including both fresh and shelf-stable foods,” explains Allen Warch, the company’s vice president of food and fresh. “Dollar General is a resource for small, rural communities to access many of the things they need.”

The company’s impact is evident in communities like Bedford, Ky. “Bedford is a small community, but we had no grocery store for a long time,” recalls Deborah Crawford, director of the Trimble County Chamber of Commerce. “The DG Market has made fresh fruit, vegetables and meat accessible to us.”

Strategic planning drives this impact. “When we evaluated Bedford, we found that there were no grocery options of any kind for over 10 miles,” says Mike Smith, DG’s vice president of market planning. “Over the last five years, we’ve been able to impact more than 1,300 food deserts by adding fresh produce. By October 2025, more than 7,000 Dollar General stores offered produce — more points of distribution than any other grocery retailer in the country.”

DG looks to add access to affordable fresh produce in more than 200 communities in 2026. In rural and small-town America, that access means more than convenience, it means healthier choices close to home. As Crawford puts it, “It’s very convenient to run to the store while the kids are at practice, get what they need, and go home to have family time. People appreciate it.”