The CPG Guys: "Culture of Values with Dollar General's Angela Martin"

Episode Date: December 17, 2025

Main Theme & Purpose

In this episode, hosts Peter V.S. Bond (PVSB) and Sri Rajagopalan visit Dollar General’s headquarters in Tennessee for an immersive tour of the company’s iconic "Hall of Values" with Angela Martin, Vice President of Customer Insights and Branding. The conversation explores how Dollar General’s culture of values anchors its mission to "serve others," delves into the company’s history, community impact, and employee development, and highlights the practical ways principles like integrity, fun, and inclusion guide every facet of Dollar General’s business.

Key Discussion Points & Insights

Dollar General’s Origins and Values

• History and Founding

  • Originated in 1939 as J.L. Turner and Son Wholesale in Scottsville, Kentucky.
  • Transitioned from wholesaling to retail after WWII, with the first "Dollar General" store opening in 1955 in Springfield, Kentucky. The concept: “Every day is a dollar day.”
    • Quote: “What if we make every day dollar day?” — Angela Martin (19:42)
  • Growth rooted in serving cash-strapped rural customers—the community the Turners themselves knew intimately.

• Cultural Symbols

  • Headquarters decorated with black bear statues to promote workplace fun and personal development.
    • Quote: “Work is work, but you should also have fun at times doing that.” — Angela Martin (05:11)

• Mission Statement

  • Centered on "Serving Others"—customers, employees, shareholders, and communities.
    • Quote: “Serving others has been our…mission statement and values…since the 80s.” — Angela Martin (09:49)
    • Quote (Reading the statement): “Whether it's offering affordable access to quality products…creating jobs that grow into meaningful careers, or even investing in life changing educational programs, we strive to serve others.” — Angela Martin (31:31)

Community Connection & Accessibility

• Local Presence

  • 75% of Americans live within 5 miles of a Dollar General (12:23)
  • Fills gaps in rural communities, often being the only food and grocery option nearby.
  • Commitment to not displacing existing small businesses but enhancing local access.

• Personal Testimonies

  • Angela Martin’s 38 years with Dollar General, driven by personal identification with the customer and the impact of Dollar General stores on her own upbringing and community.
    • Quote: “The folks we serve are those who have too much month left at the end of their money…And I grew up as one of those customers.” — Angela Martin (05:44)

The Hall of Values: Pillars of Culture

• Integrity and Trust

  • Integrity is foundational, tied to both customer relationships and employee engagement.
    • Quote: “We believe in integrity in everything we do.” — Sree Rajagopalan (08:33)
    • Angela Martin: “It’s really about making sure we provide our customers with the values they need… but doing so in a way that has integrity and being authentic…” (07:57)

• Serving Others: Beyond the Customer

  • Broader focus on community (including employees and shareholders), reiterating Dollar General’s identity as a community-first retailer.
    • Quote: "Our ability to become a part of the community without destroying other businesses is something we take a lot of pride in." — Angela Martin (09:59)

• Hard Work and Internal Growth

  • Promotes lean operations to keep prices low for customers.
  • Strong focus on internal talent development; numerous top executives began in entry-level or intern positions.
    • Quote: "Our CMO…started out as an administrative assistant at Dollar General." — Angela Martin (26:41)
    • Quote: "If you embrace hard work…the passion of serving others…you can really go far in the organization." — Angela Martin (27:01)

• Celebrating Employees

  • Recognition programs like Chairman’s Circle for standout employee contributions.
  • Employee recognition is visible: “We have their names in the cafeteria here.” — Angela Martin (35:13)

Broadening Format and Market Expansion

• Store Formats

  • DG Market: Full grocery with fresh food and produce.
  • Pop Shelf: Launched during the pandemic to focus on non-consumables and a “stress-free” shopping environment; over 200 locations as of recording (16:12).

• Geographic Reach

  • 20,000+ stores across the 48 contiguous states.
  • International expansion with "Mi Super Dollar General" in Monterrey, Mexico, tailored for local shopping habits. Strong customer reception and in-store bakery.
    • Quote: “We wanted to bring our model—small stores with more emphasis on produce and meats—to the local communities.” — Angela Martin (39:03)
    • Quote: “Only 40% of folks in Mexico have a car…So we opened our stores down there. They’ve been really well received.” — Angela Martin (39:58)

Private Brands and the Importance of Value

• Private Label Growth
  • Early adoption of store brands like Clover Valley (food), Good and Smart, and housewares.
  • Focus on quality and packaging to compete with national brands, leveraging digital shelf (e.g., reviews) to build trust.
    • Quote: “The biggest obstacle to consumers...adopting private brands has always been the issue of quality. And now...people have the ability to go on and read product ratings and reviews.” — Host (43:53)
    • Angela Martin: “Once they’ve tried it [private brand product], they don’t go back... because they like the quality as well as the price.” (44:39)

Innovative and Unique Marketing

• Historical Promotions
  • Creative early marketing: e.g., putting a shoe in a block of ice for a contest; giving away one work glove outside and selling the second inside to draw people in (29:05).
    • Quote: "He actually gave out one pair of work gloves…He had the other one in the store to draw them in.” — Angela Martin (29:40)

Community Engagement and Philanthropy

• Dollar General Literacy Foundation
  • Founded in recognition of the Turner family’s own struggles with education, with philanthropic focus on adult literacy.
  • Proceeds from fun yellow reading sunglasses go to support literacy programs.
    • Quote: “We do provide opportunities for folks to learn even English classes as well as literacy classes throughout the United States.” — Angela Martin (33:40)

Notable Quotes & Memorable Moments

• On Company Mission:
  “Serving others—customers, employees, shareholders, and communities.” — Angela Martin (31:31)
• On Community Reach:
  “75% of Americans are within five miles of a DG.” — Angela Martin (12:26)
• On Internal Growth:
  “If you embrace hard work…the passion of serving others…you can really go far in the organization.” — Angela Martin (27:01)
• On Private Brand Trust:
  “Once they’ve tried it, they don’t go back. Typically they don’t.” — Angela Martin (44:39)
• Founders’ Wisdom:
  “If it’s bought right, it’s half sold.” — Angela Martin (13:35)
• On the Customer’s Seat:
  “We like to have a chair empty at the table in a lot of meetings to represent the customer.” — Angela Martin (24:23)
• Fun in the Workplace:
  “Work is work, but you should also have fun at times doing that.” — Angela Martin (05:11)

Important Timestamps

• 04:41: The story behind the black bears & Dollar General’s culture of fun
• 05:44: Angela Martin’s personal story and 38 years with Dollar General
• 09:49: The mission of “serving others” and how it was formalized
• 12:23: 75% of Americans live within five miles of a Dollar General
• 19:42: The original “Dollar Day” concept and store history
• 21:39: Value is a combination of price, quality, and convenience
• 24:23: The empty seat at meetings—always representing the customer
• 26:41: Employee growth: from intern to executive leadership
• 31:31: Reading of Dollar General’s mission statement
• 33:40: The ongoing work of the Dollar General Literacy Foundation
• 39:03: Launching Mi Super Dollar General in Mexico
• 43:53: Private brands and the role of digital reviews for trust
• 35:13: Chairman's Circle employee recognition program

Tone & Style

The conversation is welcoming, personable, and often lighthearted, mirroring Dollar General’s core principle of finding joy in service and work. Both hosts and their guest maintain an accessible, conversational tone while sharing deep insights and practical examples.

In Summary

This episode offers an enlightening behind-the-scenes look at how Dollar General’s values permeate its culture, operations, and community engagement. It underscores how an unwavering focus on integrity, service, and empathy for both the customer and the employee has been pivotal to the retailer’s enduring success. Angela Martin’s stories, anecdotes, and passion illustrate what makes Dollar General unique—not just as a retailer, but as a vital community partner for millions across America and, now, beyond.