WELCOME TO TEXAS
Wednesday, August 11th, 2010
Recently (within the past year or so) the discount grocer, ALDI has made its way across the USA and finally into Dallas. Their website is a little misleading as it states that the first ALDI opened in Iowa in the 60s but I think their origins lie across the ocean. I first encountered this friendly store in Germany as it, and competitor REWE, make up the two largest grocery suppliers in Germany.

Not too long ago, I was on a business trip near Memphis and was astonished to see this little store on the highway. We went in and the experience brought back fond memories as it was nearly identical to the German store. The biggest difference was in the parking lot, in that it had one. But we are in America and American love their cars. Anyway, ALDI has now flooded the greater DFW area with a staggering 29 stores! And they have an interesting style. All their items are set on the sales floor straight from the delivery truck – pallet and all. Also, there are no prep areas or fancy displays – just huge aisles, two walls of refrigerated shelving and one long refrigerated bunker. And, if you want a shopping cart, you insert a quarter into the cart to release it from a storage area. After you’ve shopped and loaded your groceries into your car, you take the cart back, re-lock it and your quarter pops out. Imagine the company’s savings on staffing… and your car’s joy at no shopping cart dings!

One other thing I noticed is their graphically pleasing weekly circulars. When I think of a common retailer circular in the newspaper, I immediately think of the ugly, messy and chaotic smash of colors and dollar signs all competing for my attention. With ALDI, their circular is a breath of fresh air. Clean lines, excellent photography and an appealing color scheme all make me want to shop there even more. I counted and ALDI displays 37 items while the competitor (shown below) has 45. There is less, but I actually looked through and considered each ALDI item after throwing the other in the recycling. I can’t be the only one.



And the commoner:

95% of the food ALDI carries is under their own brand. The manager at our local store informed me that nearly all the food is actually the name-brand food, just under the ALDI name… and packaged in Illinois. Apparently many stores do this – they may not have the infrastructure to produce a certain item so they pay someone else but receive permission to sell it under a different label. For example, Target’s “Archer Farms” or HEB’s “Hill County Fair” or Walmart’s “GreatValue”. All of these are really just Kellogg or General Mills or Tyson. It at least made T and I a little more at ease at eating food packaged under such unfamiliar titles. The store doesn’t carry too many specialty items, or more of one kind of item. They have a lot of pre-packaged foods and frozen foods which is great for most things. So, welcome to Dallas, ALDI. You are on your way to saving us a lot of drive time and money!
Top images from ALDI website.
































