Podcast Summary

The CPG Guys: "Fresh Affordable Food for America’s Communities With Dollar General’s Allen Wark"

Release Date: December 24, 2025
Hosts: Peter V.S. Bond & Sri Rajagopalan
Guest: Allen Wark, Vice President of Food and Fresh Merchandising at Dollar General
Location: On-site at a Dollar General Market in Tennessee

Episode Overview

In this episode, Peter and Sri from The CPG Guys visit a Dollar General Market (DG Market) with guest Allen Wark. They explore Dollar General’s evolution from a discount general store to a vital source of fresh, affordable food and essential goods for communities. The conversation walks listeners through the new DG Market store format, emphasizing the company’s mission to improve food access, adaptability to local needs, the importance of value and convenience, and Allen's passion for serving customers. The episode offers insights into assortment planning, private label strategy, category reviews, community impact, the use of digital channels, and more.

Key Discussion Points & Insights

1. DG Market’s Role in the Community

• General Store Revival:
  • DG Market expands on the concept of the traditional general store, providing not only groceries but also health, beauty, and general merchandise, serving as the only full-service retailer in many towns.
  • "We are not a traditional grocer by any means. I like to say we're America's general store." – Allen Wark (06:14)
• Food Accessibility:
  • Dollar General fills gaps where large supermarkets don't operate, making fresh and affordable groceries available in under-served areas (06:41).
  • 7,000 DG Markets now include produce, making them the nation’s largest produce retailer by number of locations (40:44).

2. Expanded Store Assortment and Organization

• Health and Beauty:
  • Bright, expanded health and beauty section with both national and private label brands, including a focus on value offerings like Elf Cosmetics (07:53).
• Fresh Food Emphasis:
  • Fresh bakery products greet customers at the entrance, establishing a new tone for shoppers (08:23).
  • Strong assortment in breakfast, cereals, convenience foods, and fresh produce (21:56–22:58).
• Destination and Convenience:
  • Product organization supports both quick fill-in trips and full pantry loads; ease, speed, and value are central (10:20, 41:47).
  • Seasonal relevance (e.g., holiday candies and baking goods) is always front-and-center (11:24).
• Private Label Strategy:
  • Clover Valley serves as Dollar General’s private brand for food, with frequent packaging updates and a focus on quality and value (23:58, 24:43).
• Value Section:
  • “Value Valley” section offers essentials like branded toothpaste and body wash for only $1 (19:39–20:24).
  • “Serving others” is highlighted as a company mission (11:50).

3. Assortment Adaptability and Data-Driven Decisions

• Ongoing Category Review Process:
  • Review frequency varies by category; some have 2 reviews per year for responsiveness to trends (18:05).
• Data Utilization:
  • Dollar General partners with Nielsen and suppliers to utilize data and insights for product selection (37:04–38:06).
  • They balance national brands with private brands according to community needs and national consumer trends.

4. Fresh, Refrigerated, and Frozen Offer Expansions

• Produce Expansion:
  • Over 7,000 stores now carry produce, leading the nation in store count (40:44).
  • Both refrigerated and ambient produce sections are available, including salad kits and convenience fruits (40:05–40:12).
• Dairy, Frozen, and Meat:
  • Expanded dairy, cheese, frozen entrees, sides, vegetables, and even premium ice cream brands (29:58–35:56).
  • Full meal solutions promoted (e.g., taco night kits, pizza & Pepsi deal) (31:08, 32:05).
  • Meat sections include ready-to-cook and value-added convenience proteins (39:33).

5. Digital Engagement and Savings

• App & Promotions:
  • DG’s app offers digital coupons, special deals, and is a key communication tool (32:38).
  • Temporary price reductions (TPRs) available across media: in-store, in print, and digitally (33:57).
• Customers of All Walks:
  • DG Markets serve diverse income groups; value and quality are appealing to all (36:00).
  • "People of all economic conditions want to save money and the high quality of the product that was in the store makes it very appealing." – Peter Bond (48:25)

6. Adaptability & Living the Mission

• Always Under Construction:
  • Constantly evolving store layouts and assortments to stay relevant—"We're always under construction" (15:53, 42:22).
• Serving the Community:
  • Allen speaks about the company’s mission-driven, heart-led culture focused on truly serving the customer and community (45:29–45:41).
  • “We stay close to the pulse of the consumer. ... We have to change with it.” – Allen Wark (14:57)

7. Leadership & Personal Motivation

• Allen’s Journey:
  • Allen has spent his whole career in grocery retail, starting as a teenager; joined Dollar General three years ago attracted by the company’s mission (45:14–45:41).
  • He follows the golden rule with his team and emphasizes continuous learning and fun at work (46:26–46:54).
  • “Anytime you get to go to work and feel good about that, I think that's a win.” – Allen Wark (46:09)

Notable Quotes & Memorable Moments

• On Community Commitment:
  • “We operate in markets where either larger retailers have chosen not to serve or just simply can't reach. So you know our importance to the... We know it and we respect it.” – Allen Wark (06:14)
• On Value and Simplicity:
  • "A customer comes in and needs this needs to stretch her dollar as best as it can. It’s very easy with pre pricing ... to say okay, I have $20 to spend. I can make those decisions very easily." – Allen Wark (11:50)
• On Digital Engagement:
  • “You can see that ... the value that comes out of the app, not only to just look at the products ... but just the savings that you can get. ... It's really a 360 approach.” – Allen Wark (32:38)
• On Private Label:
  • “Clover Valley brand is a national brand equivalent. ... We have a commitment to our consumers that when they purchase a Clover Valley product that they will be satisfied.” – Allen Wark (23:58)
• On Always Evolving:
  • “We’re always under construction and that’s a good thing. The customer is always changing. We need to change with her.” – Allen Wark (42:22)
• On Dollar General’s Breadth:
  • “That makes us the nation’s largest produce retailer per point of distribution, which we're very proud to say.” – Allen Wark (40:44)
• On Broad Appeal:
  • "I noticed a Cadillac SUV and a Porsche sedan parked prominently in the lot. People of all economic conditions want to save money." – Peter Bond (48:25)
• On Store Experience:
  • “Every time I walk in a Dollar General I learn something new.” – Sri Rajagopalan (36:25)

Timestamps for Key Segments

• DG Market Introduction & Purpose: 05:30 – 06:41
• Assortment Walkthrough (Health & Beauty, Bakery): 06:46 – 09:47
• Fresh Food and Partnerships: 08:23 – 09:42
• Value Section Highlight: 19:39 – 20:24
• Private Label (Clover Valley) Discussion: 23:58 – 24:43
• Produce Expansion and Leadership in Fresh: 40:44 – 41:47
• Digital Platform and Promotions: 32:38 – 33:57
• Allen’s Background and Leadership Philosophy: 45:14 – 46:54
• Final Takeaways from Peter & Sri: 47:25 – 49:00

Summary Takeaway

This episode provides a detailed, first-hand look at Dollar General’s transformation into a pivotal grocery and essentials retailer for American communities, especially in under-served areas. Through innovation in assortment, a steadfast commitment to value and convenience, and leveraging digital communication, Dollar General—guided by leaders like Allen Wark—continues to adapt and grow, fulfilling its mission to “serve others,” while proving that affordability and fresh, quality products can coexist at scale.