Analysts believe the company underperformed its peers Dollar General (DG) and Dollar Tree (DLTR) due to its strategy of high price strategy. The company added on its 1Q14 earnings call that it plans to abandon expensive promotions and shift back to its "everyday low prices" strategy. The move involved investing more than $50 million on an annualized basis to lower prices on nearly 1,000 stock-keeping units (SKUs) that will enable FDO to be more competitive, the management said on its recent earnings call. Restructuring efforts included 370 store closures Following two quarters of weaker-than-expected results, Family Dollar initiated an in-depth business review in April to "identify opportunities to strengthen its value proposition, increase operational efficiencies and improve financial performance."