How Aldi Became The Magnet For The Middle-Classes

Aldi’s UK Chief Executive Matthew Barnes talks to The Telegraph about how the discounter has successfully widened the appeal of the brand in recent years.

Read the full article on The Telegraph website

NAM Implications:
  • Lots of insights in the original article but ‘cannibalisation’ stands out:
  • “There is this bizarre fascination with like-for-like sales”, Barnes responds re Aldi’s dependence on new store openings…
  • “but people need to understand there is such a thing as good cannibalisation”.
  • “People think cannibalisation is a dirty word for every business, but for us its great because we are deliberately putting new stores in where our older stores are overheating.”
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