When a DG Market opened in my tiny Michigan town of only 986 people, it was noticed right away. The idea was framed as a solution to an everyday rural issue: few places to get fresh groceries and household staples without having to drive far away. Dollar General billed it on its website as a move in the right direction bringing fresh fruits and vegetables and low-priced products to smaller towns. But the question in everyone’s mind was if this store could really deliver on its promise. After multiple visits, here’s what I discovered in 11 important areas.
1. Store Size: Cozy and Functional
The first thing you notice is the size. DG Market isn’t a giant supermarket; it’s just a bit bigger than a standard Dollar General. That small size is what makes it so fast to shop, especially for customers that prefer to shop in and out without taking too much time. Each aisle is readily accessible, and items are organized logically, which is convenient for customers that make short, concentrated trips.
But this efficiency has its price. There just isn’t space to provide the diversity of a full-fledged grocery store. Specialty foods, bulk purchases, or greater brand options are cut back to maintain the small footprint. Single consumers or couples may not care, but families with particular dietary requirements might end up making another trip elsewhere.
In several senses, the design mirrors its intention: not to substitute for supermarkets, but to complement them. It’s a shop meant to plug holes, rather than to be the sole provider of a family’s food.
2. Strategic Location for Rural Convenience
Putting DG Market in a rural area is not happenstance. These are stores where full-service supermarkets won’t set up shop because there is less population density or profitability. In towns like my own, where the closest supermarket is 15 miles away, having a store within reach saves time, gasoline, and aggravation. It particularly helps people with mobility issues or fewer transportation choices.
This local convenience has made it a destination of choice for running low on an ingredient or a last-minute shopping trip. Residents are no longer inclined to organize a full trip just to get milk, bread, or eggs. However, the minimal traffic common to small towns can result in more sluggish inventory turnover particularly in time-sensitive categories such as produce and meat.
While the plan is sensible and addresses a real need, it is also dependent on consistent but low demand. This can pose a balancing act between having sufficient to meet consumers and not wasting products that are unsold.
3. Fresh Produce: A Limited but Useful Assortment
The produce aisle is perhaps the biggest selling point advertised. You’ll find basic staples bananas, apples, oranges, salad mixes, and seasonal items like potatoes or onions. For a quick top-up, this works fine.
Missing is diversity. No organic is available, few greens are offered, and precious little specialty produce. Families with an emphasis on diversified or wellness-oriented diets will find this department disappointing. Additionally, since rural demand is erratic, some products will be kept longer than optimal, compromising freshness and shelf life.
However, the prices are reasonable, and for a community accustomed to driving far for even the essentials, the ability to reach for a basket of fresh fruit is a welcome change.
4. Fresh Meat: A Novel but Daring Expansion
Finding a fresh meat counter in a Dollar General store was a surprise. Options such as ground beef and baby back ribs allow one to prepare an instant meal without having to leave town.
But selection is limited, and freshness issues remain. Low turnover means meat could be more near its sell-by date than in busy stores. It’s a handy alternative in an emergency but not an information source for regular meat shopping.
Packages are simple and largely confined to common cuts no free-range, grass-fed, or premium options. For many rural shoppers, however, having some fresh meat on hand nearby is a significant improvement.
5. Dairy and Refrigerated Items
It features milk, eggs, cheese, yoghurt, and some ready-to-eat food. It provides the essentials for most families.
Where it is lacking is in diversity. Plant-based foods such as oat or almond milk, lactose-free cheese, or niche food items such as speciality yoghurts are not included. This aligns with the store’s mandate: satisfy common needs, not specialized ones.
For those without dietary needs, this is not a big deal. But for those who depend on alternatives, DG Market will not substitute a trip to a supermarket.
6. Health and Beauty: Stronger Than Expected
The health and beauty area of the store is one of its more impressive areas. From over-the-counter drugs to skincare lines, cosmetics, and shampoos and conditioners, the health and beauty department is better populated than one would typically find in a rural market.
Pricing is competitive with the big chains, and convenience means fewer trips for personal care requirements. For most residents, it saves them both money and time, especially in comparison to the expense of traveling to a big-box store.
There were some bare shelves on occasion, but overall, this aisle provided more value than I had expected.
7. Pantry and Household Staples
Here, DG Market reflects its Dollar General heritage. Canned items, pasta, snacks, cleaning products, and seasonal items make up most of its product line.
They are affordably priced, and the assortment is consistent, with a focus on moving quickly through staples. It doesn’t attempt to match big-box stores on assortment but does sufficiently to keep the household supplied between big boxes.
This section represents the store’s most stable area: reliable, low-cost, and unlikely to disappoint.
8. Self-Checkout: Convenience with Caveats
The store leans heavily on self-checkout systems, with minimal visible staff on hand.
When the machines work properly, checkout is quick and efficient. But technical glitches like card-only settings or kiosk malfunctions can cause backups. Limited staff support sometimes makes these problems worse.
For technology-friendly customers, this is a plus. For others who like personal service or need help, it can be impersonal and inconvenient.
9. Gift Cards and Quick Pickups
There’s a large wall of gift cards close to the checkout, for everything from streaming services to restaurant chains.
It’s convenient for the last-minute gift in a town with limited options. It’s also complementary to other quick-stop shopping items such as party supplies or seasonal items.
It’s not a main reason to go, but it provides an additional degree of convenience that fits with the store’s overall mission.
10. Cleanliness and Organisation
At least in its first few months, the store was clean, bright, and well-organized. Aisles were uncluttered, there was clear signage, and inventory was simple to locate.
This is a departure from older Dollar General stores that have been criticized at times for being cluttered or poorly maintained. A clean store gets people started on a positive note and invites them back.
The test will be keeping this up over the long haul, particularly with limited staff and increasing customer traffic.
11. Expansion Plans: Promising but Uncertain
Dollar General currently has more than 100 DG Markets and has announced expansion of fresh items to 1,500 additional stores.
This is confidence in the model, but feedback at the current locations is varied. Some have complimented the prices and availability, but others have cited freshness problems, hiring issues, and inconsistency in stock.
Whether this model will succeed is a function of Dollar General’s ability to fit its strategy to the needs of each community and its ability to balance convenience with quality.
Final Thoughts
DG Market is an improvement over a conventional dollar store but not a complete substitute for a supermarket. It targets a niche simple groceries, household goods, and personal care products particularly in rural communities where options are limited.
