Dollar General is spending $100 million on the hope of enforcing a major store change that will make shopping easier for customers.


DOLLAR General is investing an extra $100 million into an expansive store redesign that will enhance the shopping experience for their clientele.

Consumers have recently voiced their displeasure with the discount retailer, citing understaffing as the root of their dissatisfaction.


Dollar General will invest in “incremental labor hours” to address this problem and ensure its stores have adequate staffing levels.

Dollar General has announced that it will be investing an extra $100 million into its retail locations, most of which will be used to address staffing issues.

On Thursday’s earnings call, Dollar General CEO Jeff Owen blamed a “slight decrease in customer traffic.” for the company’s disappointing sales results.

Some dissatisfied customers took to social media to vent their anger at the store, though it is unclear why customer traffic was down.

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A customer’s TikTok video about the understaffing at her neighborhood shop went viral, garnering 117,7k views.

Video caption: “I am currently locked in Dollar General right now,” by Kat Timberlake (@mrstimberlake2011.

Kat mentioned that she had to use the restroom and that she was the only employee in the shop.

An employee locked the doors with the customers still inside because one customer refused to leave so she could secure the building.

“There are people who are at work right now who cannot go to the f***ing bathroom,” Kat said.

A TikTok user spoke out about their own experience with the store’s understaffing problem, writing, “our Dollar General only has one employee so every customer uses the self checkout so she can work around the store.”

One commenter argued that companies shouldn’t be able to get away with employing a single worker.

The one hundred million dollars are being invested in order to “improve the experience for both associates and customers,” as CEO Owen puts it.

“This investment will primarily consist of incremental labor hours to support our expectations regarding consistent store standards while further enhancing the associate and customer experience,” he said on the earnings call.

“As a result, we expect that this investment will put us in a better position to drive greater on-shelf availability and capture additional market share, while also increasing the potential of our initiatives and guaranteeing our readiness for our expanding customer base.”


Micheal Kurt

I earned a bachelor's degree in exercise and sport science from Oregon State University. He is an avid sports lover who enjoys tennis, football, and a variety of other activities. He is from Tucson, Arizona, and is a huge Cardinals supporter.

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