Time and again Aldi is considered to be the benchmark among all competitors. And yet, one has to concede that no competitor comes even close to the service package offered by Aldi, whereas Aldi-Süd takes a clear lead over the competition.

Everything is in tune at Aldi. Even though Aldi is not a supermarket, it is a super market. This subtle distinction becomes clear in this play of words.

Aldi offers prime location of their markets, plenty of available parking spaces, congenial architecture, clear lines, lots of light, but no waste of energy and a solid general view of the particular market conditions. Inside the store the range of products is well displayed. There is enough space and a presentation conducive to shopping. Store brands and classic brands complement each other ideally. The check-out area allows for a fast completion of the purchase and the employees are friendly, responsive to the customer and one always gets the impression, even though employees have to work rather expecitiously, that they like to work there.

When it comes to the price/performance ratio at Aldi it stands out positively that there are no typical loss leader items. Not everything Aldi offer is low-priced, but one feels served well. In comparison to other disc ounters Aldi is going to remain unrivaled as long as they continue to keep track of customer interest in the same holistic way as it is the case right now. Even if everyone wants to be like Aldi, Aldi is going to stay unique.

Aldi has a culture that can’t be bought, copied nor can it be obtained through mergers.