Big 5 – Aldi

Aldi´s vision of a future outlet © ALDI SÜD

Aldi – „Simple is more“

Aldi is a leading global discount supermarket chain with more than 10,000 stores in 18 countries, and a turnover of 67 €bn. Based in Germany, the chain was founded by brothers Karl and Theo Albrecht in 1946 when they took over their mother’s store in Essen which had been in operation since 1913; it is one of the world’s largest privately owned companies. The brothers built up a chain of stores, introduced the name Aldi – a syllabic abbreviation for Albrecht Diskont – and split the operation into two separate groups, which later became Aldi Nord, headquartered in Essen, and Aldi Süd, headquartered in Mülheim an der Ruhr. The two operate independently – each within specific areas – as separate entities, sharing one concept, and will co-operate if a strategic advantage can be obtained.

In 2016 Aldi made a move to include brands, to attract new shoppers and hold market share. According to GfK this concept lead to an increase in turnover within a few months, but started some kind of a war with brand suppliers of traditional supermarkets.

Hard discount chains like Aldi invested a lot in recent years to more and more attract customers from “traditional” supermarkets. Look and assortment are already very similar these days. Photo © Aldi Süd

Every new Aldi outlets needs to have a minimum 1.200 square meter (German average 800 square meter). The main picture shows how Aldi is imagining their future outlets to be.

After starting social media activities a few years ago, in 2016 Aldi started for their first time ever running a TV advertisement campaign.

Photos © Aldi Süd