On January 9, 2019, Starboard Value LP announced that it is calling on the Dollar Tree Inc. to begin selling some items at higher cost and to sell off Family Dollar. Starboard Value LP stated that the issues at Family Dollar and the unwillingness to consider price as a variable at the Company have resulted in meaningful underperformance and the Company has underperformed competitor Dollar General by more than 20 percent since the purchase of Family Dollar in 2015. Starboard Value added that the Company has kept a consistent $1 price point since 1986, which has led to deterioration of some products' quality in order to maintain the pricing. In addition, Starboard Value expressed its views that the Company could dramatically improve its product assortment and offer far more value to its customers, ultimately driving increased customer loyalty.