Dollar General debuts ‘DGX’ banner

Dollar General Corp. on Friday opened the first location of its DGX concept store in Nashville, Tenn., seeking to target urban Millennials in search of instant consumption.

The 3,400-square-foot format provides “a focused selection of consumable items and instant consumption options in a compact format,” Dollar General said. A second DGX is scheduled to open in Raleigh, N.C.

“We are excited about our new smaller store concept and the opportunity to serve busy, city-dwellers with everyday low prices on the essentials they need in a convenient, easy-to-shop format,” Todd Vasos, Dollar General’s CEO, said in a statement. “The DGX format is geared to meet the needs of the millennial shopper, which is an emerging and important part of our customer base and will help us broaden our appeal to attract a new segment of urban customers who put a high premium on value and convenience.”

DGX offers customers items geared toward instant consumption including a soda fountain, coffee station and grab-and-go sandwiches. Additional items include a limited assortment of grocery offerings, pet supplies, candies and snacks, paper products, home cleaning supplies, an expanded health and beauty section and items not typically found in quick-trip stores, including a carefully edited assortment of home décor, electronics and seasonal offerings.

The store also offers a checkout lane geared toward a high-volume, smaller basket size store with the goal of providing a quick and easy checkout for customers.