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GARDEN GROVE, CA—Population density, proximity to competition, cost of the property and traffic patterns are all of the factors the grocery chain looks for when considering a market in which to locate, ALDI's Moreno division director of operations Bob Schmalz tells GlobeSt.com. Earlier this month, the firm opened its first Garden Grove, CA, store, located at 9901 Chapman Ave. here.
ALDI has more than 1,600 stores in 35 states serving more than 40 million customers each month and is known for high-quality groceries at low prices. We spoke with Schmalz about the brand's location philosophy and how it evaluates markets for its stores.
GlobeSt.com: What makes the Garden Grove market ideal for this store opening?
Schmalz: Right now, we're focused on growing in existing markets such as Southern California and expanding our US footprint to bring more shoppers premium, high-quality groceries at impossibly low prices. It's clear that shoppers in this market are looking for great value, and ALDI is the answer, with our unique combination of quality exclusive brands and prices up to 50% less than traditional grocers.
GlobeSt.com: What do you look for in the markets where you locate?
Schmalz: We look at a lot of factors before choosing an ALDI location, like population density, proximity to competition, cost of the property and traffic patterns. We want to be conveniently located for our shoppers. When it comes to choosing store locations, we want the best sites that are closest to our shoppers.
GlobeSt.com: Who is your target shopper?
Schmalz: The ALDI shopper is the smart shopper, and that's always been the case. As we've grown, more and more people are catching on: you don't have to pay high prices for high quality. If you like shopping for the highest-quality products at the lowest possible prices in a simple, easy-to-shop grocery store, then ALDI is for you.
GlobeSt.com: What else should our readers know about your location philosophy?
Schmalz: From our point of view, no matter where we are, smart shoppers find us because they know they can save time and money at ALDI without sacrificing quality. Right now, we're focused on expanding here in the US, with the goal of having nearly 2,000 ALDI stores from coast to coast by 2018. We already have more than 1,600 stores in 35 states, serving more than 40 million customers each month. We're excited to bring the ALDI difference to 45 million customers by the end of 2018.
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Carrie Rossenfeld
Carrie Rossenfeld is a reporter for the San Diego and Orange County markets on GlobeSt.com and a contributor to Real Estate Forum. She was a trade-magazine and newsletter editor in New York City before moving to Southern California to become a freelance writer and editor for magazines, books and websites. Rossenfeld has written extensively on topics including commercial real estate, running a medical practice, intellectual-property licensing and giftware. She has edited books about profiting from real estate and has ghostwritten a book about starting a home-based business.
