Friday, June 9, 2023

Global Behemoth Aldi Flexes Its Concept for Today’s Consumers


There is no doubt that Aldi U.S. operates more than 2,308 stores in 38 states, plus the District of Columbia none in the State of Washington much to the dismay of Foodservice Solutions® Tacoma, WA based Grocerant Guru®, Steven Johnson.

When a global behemoth the size of Aldi enters into a new partnership that aims to elevate its brand relevance creating new electricity everyone should be taking notice. Gen Z and Millennials are in search of food discovery and Aldi provides them that discovery at a price point that edifies their lifestyle and an undeniable need for speed.

Aldi entered into a different partnership with Instacart that will provide customers with quick delivery access to a select number of products all the while lowering the cost of basics being offered over the internet fast and fresh.

Not that Aldi teamed up with online delivery service Instacart to launch Aldi Express, a new virtual convenience store that will give customers access to nearly 2,000 Aldi-exclusive products. 

Sale items include prepared foods, snacks and drinks, along with some of Aldi's most shopped grocery staples and household essentials, all of which can be delivered in as little as 30 minutes. 

Scott Patton, vice president of national buying at Aldi, stated, "We know our customers live hectic lives, and sometimes that means they don't have time to make it to the grocery store — even for a quick trip. Through Aldi Express, we're making shopping more convenient so you can satisfy a craving or get a missing ingredient in minutes," … "Together with Instacart, we'll continue to find ways to innovate and make the online grocery experience even more effortless and accessible."

Aldi began offering delivery services via Instacart in 2017, with the service now delivering from more than 2,200 Aldi stores and providing pickup options for more than 1,500 stores nationwide. The companies expanded their partnership in 2018 to include alcohol delivery, and Aldi was one of the first retailers to accept EBT SNAP through Instacart in November 2020.

Ryan Hamburger, vice president of retail at Instacart, stated, "We're proud to deepen our partnership with Aldi through the introduction of Aldi Express. With this launch, we're making it easier for customers nationwide to get their favorite Aldi staples delivered faster than ever before," said. "We know how important it is to get what you need when you want it — whether it's a last-minute delivery for a missing dinner ingredient, milk for the baby or simply wanting a late-night snack."

According to Johnson, “Brand relevance is in part driven with innovation in new food products in combination with new avenues of distribution all of which are the platform for the new electricity.” 

Johnson stated “that in my minds-eye the new electricity must be very efficient for the supply and includes such things as fresh foods, developing brands, unique urban clothing, grocerant positioning, fresh food messaging, autonomous delivery, cashier-less retail, plates, glasses, cash-less payments, digital hand-held marketing.

All retailers to survive the next generation of retail must embrace the artificial intelligence revolution while simultaneously embracing fresh food that is portable, fresh, with differentiation that is familiar not different. 

Are you looking for a new partnership to drive sales? Are you ready for some fresh ideations? Do your food marketing tactics look more like yesterday than tomorrow?  Visit for more information or contact: Remember success does leave clues and we just may have the clue you need to propel your continued success.

No comments:

Post a Comment