Okay, so I went there for the first time the other day and I don't quite get it. Basically, I feel like Trader Joe's makes more sense in America. Aldi's seems like it carries over many German qualities unnecessarily to the states.
For instance, the whole thing about using a quarter to deposit for a cart. Yeah, it is efficient, but it also means that if you can't find a spare quarter you're not going to shop there. It might make sense in Germany where you have to pay like $20/hr for someone to grab carts, but here in the US you could just pay some kid min wage to do it.
Same applies I think to their not giving out plastic bags or taking credit cards. Seems like penny-pinching at the cost of sales. And since in the grocery business, if you're not making sales then you have rotting inventory, it would make sense I think to do these small things.
Otherwise...the prices don't seem that impressive. I don't exactly have prices memorized, but they seem about the same as any other grocer. A gallon of milk is still around $3. I dunno.
What's great about the place?
Aldi's competes with discount grocers(SuperValu, CostSavers, ie: low end grocers, ones lower end than Walmart) and Walmart(which IS NOT A DISCOUNT GROCER). Its sister company Trader Joe's does not. They are in two totally different market places. There are 1300+ Aldi's in the US. They plan to add another 600 over the next 5 years. Trader Joe's has less than 400 stores and won't even have 600 total stores within the next 5 years.
Aldi's milk is $2.19. A few months ago it was $1.99. Dozen eggs are $1.19, a few months ago they were $.99. Aldi's is cheaper than most all grocery chains when it comes to basic staple items.
As for the generic stuff, just like with Trader Joes, it is hit or miss. In terms of the produce the quality of the veggies(and yes they do have celery) is okay, usually not any worse than a typical walmart. The fruit however leaves a lot of be desired and is usually worse than Walmart.
Shopping at Aldi's can definitely save you money. I don't do all my shopping at Aldi's, but I know what items are substantially cheaper for the same quality as name brand and that's where I buy those items.
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