Aldi has a low-cost business model and boasts that its prices are up to 50% cheaper than traditional supermarkets. At about 12,000 square feet, its stores are much smaller than a typical 40,000 square foot American supermarket. More than 90% of the brands that Aldi sells are own brands.
There are other peculiarities in the store as well. Shoppers need a room to rent a shopping cart. At the checkout counter, cashiers rush customers to pack their own purchases in a separate location, away from the cash register.
Aldi’s close competitor, Lidl, another German grocer with a similar business model, is also racing to grow in the United States. Lidl entered the country in 2017 and has more than 100 stores. In August, Lidl announced that it would open 50 new stores by the end of this year.
But the company may face a tougher environment in 2021 than it did last year. Food sales are expected to drop 5% in 2021, according to UBS analyst Michael Lasser, with the arrival of the coronavirus vaccine and with consumers returning to eating more outside the home.
Aldi also said on Wednesday that it will expand its sidewalk pick-up offer to an additional 500 stores this year. Aldi currently offers pickup on the sidewalk for customers in around 700 stores, and the chain separately has a partnership with Instacart to deliver groceries from most locations.
Online sales, which include sidewalk pick-up, accounted for 21% of food sales in the United States in 2020, compared to 4% in 2019, according to Lasser.