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The Aldi group operates about 8,133 individual stores worldwide. A new store opens every week in Britain alone. In the UK, while Aldi is still a small player with a grocery market share of less than 3%, its importance along with that of continental no frills competitor Lidl is growing.
Also, Aldi is aggressively recruiting management staff at top UK universities. Aldi has carved its own niche with this approach; while some shoppers may not like shopping in a bland or industrial-looking (and possibly congested) store, such lack of frills has become part of the accepted norm with Aldi, somewhat similar to Wal-Mart’s style of parking pallets on floors with pre-prepared displays. (“Top quality at incredibly low prices”, “smarter shopping” and “Spend a little, live a lot” are Aldi‘s marketing slogans).
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