Aldi came in the United States in 1976 but it was the 2008 financial crisis that increased its visibility. Aldi has been rewarded in 2014 as the 3rd most appreciated retailer in the US. Number 1 being Trader Joe’s. Both chains belong to the German ALDI, a famous brand of discount stores in Germany.
I have been living in the US since 2013. Moving there was a kind of short shot. My husband was offered a job and he couldn’t say no. When we arrived in Washington, DC, he was pleased to hear that Aldi was there too. Over the years, he had developed a kind of Saturday’s ritual, going to Aldi with our youngest son. Every single Saturday morning. So, in one of our first days in DC, we went to Aldi in the 17th Street instead of a museum. And it was exactly the same as in Germany: the size of the store, the parking lots, the shelves with open boxes and the Moser chocolate. His Saturday’s ritual was preserved.
Check here “How German is Aldi in the States?“
When Aldi came in the US in 1976, discount stores were unorganized supermarkets with expired products. Aldi is well-known in Germany for having introduced the concept of ZERO service for products at low prices. Today, it exports this concept around the world. In the US too. At Aldi, you need a quarter to get a shopping card. If you want your quarter back, you have to bring your card back at its place. Shopping bags are worth $ 0.10. For most Americans, a no go.
But it works. Aldi has now about 1.400 stores and plans to grow faster. Since March 2016, you can also shop at Aldi in California. According to Forbes, Aldi announced that by 2018 they would operate 2,000 here in the U.S.
Trader Joe’s, a German supermarket?
The other German success story is the one of Trader Joe’s. It is a Californian grocery chain which has belonged to Aldi Nord since 1979. Trader Joe’s is a kind of organic and specialty supermarkets. Service is fully American and shopping at Trader Joe’s is a little bit cool.
Aldi vs. Trader Joe’s
Aldi and Trader Joe’s concepts’ are different. But both chains are successful. According to a study by Market Force Information, Trader Joe’s is North America favorite grocery retailer based on consumer satisfaction. Aldi ranked third. Both were lauded for their service and the quality of their private label brands. This was the second year in a row that Trader Joe’s ranked first.
Differences between Trader Joe's and Aldi
|Owner||German Aldi Nord||German Aldi Süd (South)|
|Positioning in the US||Neighborhood specialty stores with a lot of organic food||Top quality at low prices|
|Number of supermarkets|
|about 400, |
50% in California
|Average size||750 to 1.100 m2||900 to 1.000 m2|
|Number of sold items||4.000||1.300|
|Turnover||$ 5.700 per meter||$ 9.7 billions (2013)|
|Private labels||90 %||80 %|
Aldi’s success in the US
The financial crisis helped Aldi to succeed. During the following recession, Americans who lost their jobs or saw the depreciation of their real estate, had no choice but to go to Aldi. Yet, it is not a shame anymore to shop grocery at Aldi.
In December 2015, Business Insider compared the prices of 34 products at an Aldi and a Walmart. The shopping cart was at the cheapest at Aldi. “The German grocery chain Aldi offers drastically cheaper prices than Walmart”.
However, low prices are not the only reason for Aldi’s success. The Times granted Aldi for its „exceptionally cleanless and well organization“.
Before Aldi, discount stores were messy supermarkets with items with passed expiration dates. Private labels were packed in simple white boxes with a black label. Although Aldi and Trader Joe’s sell mostly private labeled products, their products are presented in attractive and colorful boxes, reminding sometimes of famous brands.
Trader Joe’s, the Californian cousin of Aldi
Shopping at Trader Joe’s is fun. Customers enjoy to buy in smaller stores with a reduced choice of products. They are packed in bright colorful boxes which are very different from the usual supermarkets’ items. Also the staff is extremely friendly.
Other reasons to shop at Trader Joe’s are the organic fruits and vegetables prices. Trader Joe’s doesn’t see itself as an organic supermarket. According to Mark Mallinger, a university professor who has done research for the company and been cited in Fortune „they see themself as a national chain of neighborhood specialty grocery stores“.
As far as I am concerned, I like to buy at Aldi and at Trader Joe’s.
My French roots love the cheese and other specialties at Trader Joe’s. I buy here all my organic food too. My German part loves the German weeks at Aldi. Then, I buy Spätzle which are eggs noodles, rye bread or peanuts chips.
My husband is not driving weekly to Aldi anymore. It is too far away from our home. But if he has the chance to shop there, then he would always bring our youngest son to keep on with the tradition.
Foto credit by HowToGuide