While Amazon and Walmart fight over same-day delivery in cities, Dollar General has quietly become America's fastest-growing retailer by doing the opposite: opening small, no-frills stores in towns of 5,000 people or fewer, with no online shopping. In this episode, Lucas and Luna break down the strategy behind Dollar General's 20,000-store footprint, its real estate model that costs one-tenth of a typical big-box store, and why its low-income customer base actually gives it recession-proof resilience. Plus: how the chain is now adding fresh produce and cold chain logistics to win the rural grocery war — and why analysts expect it to hit 25,000 locations by 2030. No loyalty apps, no delivery vans, just a stripped-down model optimized for one thing: convenience to people who drive 30 minutes for milk.