Are Aldi’s customers who you think they are?
When news broke last year that Aldi was testing home delivery in several markets, many questioned whether the service was aligned with the hard discount grocery brand’s image and the customers who shop in its stores. Similar concerns were expressed more recently about Aldi’s test of curbside pickup in select cities. While some continue the debate, Aldi meanwhile has announced it is rolling out home delivery on a nationwide basis in partnership with Instacart.
The rollout will take the service to 75 major markets in 35 states, including Miami, Minneapolis, New York City, Raleigh, NC and San Diego. Aldi tested home delivery in Atlanta, Chicago, Dallas and Los Angeles before making the decision to expand.
“Aldi is a pioneer and a leader in creating a shopping experience that works with people’s busy lives,” said Jason Hart, CEO of Aldi U.S, in statement. “Our partnership with Instacart and the expansion of our e-commerce options are more ways we are meeting the growing needs of today’s shopper, who wants high-quality food at unbeatable prices.”
Instacart CEO Apoorva Mehta called the reaction of customers in the test markets “overwhelmingly positive” as he expressed confidence in the two companies to grow in the new markets where home delivery will be made available to Aldi’s customers.
Those who want home delivery can place their orders online through the Aldi page on Instacart.com or by using the delivery service’s app. Those new to the service can receive $10 off their first three orders of $35, or more by using a promotional code.
Aldi, as widely reported, has been on a growth tear in recent years, investing more than $5.3 billion in remodels and new store openings. The chain has set a goal of becoming the third largest grocer by store count, from its current 1,800 locations to 2,500, by the end of 2022.
The grocer, which primarily sells private labels billed as meeting or exceeding national brand quality standards, announced last month that it was expanding its selection of fresh foods, organics and easy-to-prepare dishes by 40 percent. Aldi offers a guarantee that gives customers unhappy with a purchase both a replacement product along with a full refund.
- Aldi Continues Growth Momentum with National Instacart Rollout – Aldi U.S.
- Will Aldi upset the grocery home delivery cart? – RetailWire
- Aldi shoppers are getting curbside pickup, but do they want it? – RetailWire
- Are Aldi’s upscale makeovers necessary? – RetailWire
DISCUSSION QUESTIONS: Are you surprised that demand for home delivery from Aldi in test markets was strong enough to warrant a nationwide rollout? Can Aldi offer services such as delivery and store pickup along with expanded selections of fresh food, organics, etc. and maintain its reputation for being a hard discount grocery operator?