Brandon Dowling Dowling 1
11/10/17
Professor Soltis
ENG 1520
Aldi’s Vs. Walmart
Over the years the German grocer Aldi’s has been known to be the underdog in the
grocery store world. This is because of large chain suppliers such as Walmart. Aldi’s has been
overshadowed because of it’s little to no advertisement use. With very limited labor, a typical
Aldi’s has between 8-10 employees to divide up the work load. Much of its advancements and
powering into large grocery chains is what drives Aldi’s success. Aldi’s has an experience like
no other grocer, very organized, spacious, clean and self-marketing. Aldi’s is the grocer that all
others should idolize.
Within the past 15-20 years Aldi made its big break into the United States, which was a
slow and steady start has become much more. With 100 stores opening per year Aldi’s has taken
over most of the East Coast and plans for mass expansion throughout the Midwest and West
Coast. What separates Aldi’s from others is their unique way of portraying brand awareness.
Instead of having 10 different cereal companies they have 1. They use similar visuals like the
larger companies, but get away with it because they change the products name. Aldi’s was
developed around a one brand per product identity. Their use of this has helped eliminate
variable branding, which most consumers experience at a typical store 15 different brands of
cheese. With Aldi’s separation from generic supermarkets has made them an underestimated
threat.
Dowling 2
Walmart has always been one to take spotlight. The massive corporation is known for
their marketing strategies to lure consumers through their doors. The global powerhouse opens
roughly 400 stores per fiscal year; in return they close down as much as 150 stores globally to
help expand in Suburban areas (Gustafson). Their vicious advertising strategies and massive
selections has made it difficult for private and chain owned stores to compete because they can
afford putting prices low, hence why they have the slogan of “Everyday low prices”.
Unlike its rivals Aldi’s is in an entirely different entity, they’re extremely diverse
compared to others, especially in their produce and fresh products. With their strict limits and
regulations on produce Aldi’s has found a way to sell health foods without artificial ingredients.
