How Aldi Conquered the United States

Aldi is an institution that every German knows. However, the grocery chain is no longer just a German phenomenon—it has become a true export success. Today, the brand operates in dozens of countries, with the United States being one of its most important markets. In fact, Aldi in the US is growing faster there than any other retail chain, with hundreds of new stores planned in the coming years. But what makes this German chain resonate so strongly with American consumers? I explore this question in my new video. A film by Matthias Schwarzer and Noah Matzat. ------------------------------ Here you'll find the Walmart video: https://youtu.be/qL_NFcddk0s?si=gQSw70pmNL9XTudB ------------------------------ Sources for the video: Aldi wants to hire 13,000 new employees in the USA (Wirtschaftswoche): https://www.wiwo.de/unternehmen/handel/einzelhandel-aldi-will-in-den-usa-13-000-neue-beschaeftigte-einstellen/29983696.html Aldi is leaving Denmark (Handelsblatt): https://www.handelsblatt.com/unternehmen/handel-konsumgueter/discounter-aldi-nord-raeumt-im-auslandsgeschaeft-auf-und-trennt-sich-von-allen-filialen-in-daenemark/28860112.html Aldi is leaving Greece (Merkur): https://www.merkur.de/wirtschaft/aldi-macht-griechenland-dicht-zr-843750.html Aldi is investing billions in new supermarkets in the USA (Handelsblatt): https://www.handelsblatt.com/unternehmen/handel-konsumgueter/aldi-discounter-investiert-milliarden-in-neue-supermaerkte-in-den-usa/100021812.html Aldi profits in the USA (NZZ): https://www.nzz.ch/wirtschaft/enge-auswahl-tiefe-preise-keine-einpacker-aldi-macht-sich-an-die-eroberung-amerikas-ld.1844604 That's why Aldi is so popular in the USA (Business Insider): https://www.businessinsider.de/wirtschaft/handel/kaum-service-aber-immer-mehr-kunden-darum-kann-sich-aldi-mit-seiner-spartanischen-strategie-in-den-usa-so-gut-durchsetzen-a/ The world is complex, Aldi is simple (Essay, The Week): https://theweek.com/articles/870099/refreshing-simplicity-aldi Aldi's "Aisle of Shame" (CNN): https://edition.cnn.com/2024/04/19/business/aldi-aisle-of-shame-fans/index.html Lidl is not making much progress (Handelsblatt): https://www.handelsblatt.com/unternehmen/handel-konsumgueter/aldi-discounter-investiert-milliarden-in-neue-supermaerkte-in-den-usa/100021812.html Trump could hurt these German billionaires - and not these (Manager Magazine): https://www.manager-magazin.de/finanzen/die-reicherten-deutschen-was-deutsche-milliardaere-von-donald-trump-zu-erwarten-haben-a-956c601c-a022-4afe-b04e-96725fa911ef ------------------------------ Did you like this video? Support my work on Patreon: http://patreon.com/MatthiasSchwarzerEnglish ------------------------------ ▪️ WEBSITE https://matthias-schwarzer.com/ ▪️ SPOTIFY https://open.spotify.com/show/0QqRLRYel3FE6n14LpXdLF ▪️ TIKTOK https://www.tiktok.com/@matthiasschwarzerenglish ▪️ CONTACT [email protected] ------------------------------ Intro song: MÆT - Start Again Music: Epidemic Sound #Aldi #USA #Supermarket #Grocerystore