Dollar General (Goodlettsville, Tenn.) will emphasize fresh grocery options at its store, which it considers key to its ongoing expansion, according to Business Insider. The DG Fresh initiative positions the discount retailer to compete directly with the likes of Walmart and Whole Foods. Dollar General currently offers groceries at more than 9000 of its 16,500 locations.
"In recent years, the dollar channel has attracted a younger, more diverse consumer base," Christopher McGovern, senior consultant at Numerator previously told Business Insider. "And it's not just low income — middle and higher income groups are electing to shop at dollar stores, as they recognize the lower price points for similar quality products that they would find in their regular grocery or big box store."