When German discount chain Lidl announced an unprecedented rollout for its American debut, hometown rival ALDI announced on Sunday that they are investing in a $3.4 billion expansion to double their U.S. footprint by 2022, and as a result, add 25,000 new jobs.
Right now ALDI has around 1,600 stores spread across the U.S., but with this new target of 2,500, ALDI is positioning itself to be the third largest grocery chain in the country, serving more than 100 million shoppers each month.
“We pioneered a grocery model built around value, convenience, quality and selection,” CEO Jason Hart said on Sunday. “We’re growing at a time when other retailers are struggling. We are giving our customers what they want, which is more organic produce, antibiotic-free meats and fresh healthier options across the store, all at unmatched prices up to 50 percent lower than traditional grocery stores.”
What will be important to see is how much of a direct impact Lidl will really have. Both have a similar message and push to keep its prices below the competition. Though it appears ALDI is not going to sit and wait it out. Having competed against the rival in other countries around the world, this isn’t exactly a new territory.
In an effort to keep the brand appealing to customers new and old, ALDI is also investing $1.3 in remodeling more than 1,300 of its current stores. These fresh looks are expected to be completed by 2020.