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When compared with its larger competitor, Dollar General, Family Dollar also never really caught up. Per CNBC's data, Family Dollar does about $15 billion in annual revenue, compared with Dollar General's $39 billion. "They lost their focus on who exactly their customer base was," she told the outlet, citing the higher prices, quality issues, staff shortages, and the overall in-store experience.
, a Dollar General shift leader who became an assistant manager in Ohio, also shared her observations of the lackluster customer experience. According to Rogers, while lower prices drew customers in, the store was still unkempt and workflow was difficult."It was impossible to get tasks done; there was never enough time to do them," Rogers explained, citing general tasks like stocking shelves and assisting customers.
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