Aldi is going head to head its grocery retail rivals on the British highstreet by moving into the convenience format, opening its first store today (4 April) in London.
The discounter's first foray in the format is a 7,000 square feet (2133 square meters) store in the Kilburn area of London, about half the size of an average Aldi branch.
The new store offers several food to go options, to entice the lunchtime crowds, located at the entrance of the store, according to Kantar Retail. Its on-the-go offering includes pre-packed sandwiches, confectionery, drinks, fruit and fresh bread, with impulse items such as confectionary and bottled drinks located near the checkouts. The store bears posters with slogans slogans such as “Lunch for Less” and “Fresh to Go.”
A large fresh produce area is also part of the product offering, encouraging customers to do top-up shopping and their "fresh shop here". Kantar Retail noted that the new convenience store has eight mini-checkouts but no self-service machines. (4 April)
Images from Kantar Retail
© 2013 - ESM: European Supermarket Magazine by Sadhbh Connor
