Part of the plan with the higher prices is to install more cooler units and sell more frozen products. Dollar Tree's Chairman and Chief Executive Officer Rick Dreiling told investors on a recent earnings call that the company has "aggressively expanded our product assortment at Dollar Tree stores with $3, $4, and $5 frozen and refrigerated products." In the future, 80% of the frozen aisle at Dollar Tree might be products in the higher price categories.