[learntofly]

I used to work for the UK's largest Supermarket Chain. In 2012 when an ALDI was due to open close to a store I managed, head office sent in a delegate from the small "Continental Discounter" (ALDI/LIDL) team who explain that the ALDI brand was a cleverly worked phallacy, it wasn't cheaper, the products weren't better and customers didn't like it as much as people made out.

Six years later, the impact of ALDI and LIDL have effected fundamental change in the giant, Supermarket Chain, the whole corporate strategy seems to emulate what ALDI does well and there is a pilot where some of the smaller stores are rebranded under a different name and basically modelled on a German discounter.

ALDI and LIDL have changed the UK supermarket landscape in a fundamental way and customers seem to love it.