Majorca: sun, sangria, and Aldi
Colony in commotion: Who is the king of Majorca?
According to our generally impeccable sources, the secretive German discount giant intends to power away on the Mediterranean holiday island in order to catch up with arch-rival Lidl who has already opened 14 outlets. Aldi wants to kick off with six stores next Wednesday and have a further four up and running by the end of the year. Benvingut (Bienvenid) a Mallorca!
Both no-frills retailers are clearly attracted to the Balearic island's liberal authorization policies and are building stores of around 1,200m². Aldi will be introducing the relatively new format it has already tried at 25 of its 255 sites in Spain and one that it wishes to roll out nationally.
The food offer is arranged considerably differently to what customers are used to in Germany. All fresh produce is presented at the store entrance, and some of the fruit & veg is even chilled.
Aldi North's new theme tune: Eviva España!
Logistics will be effected at two levels. Stores on the island will mainly be delivered from a distribution centre in the north of Barcelona, where Aldi Spain also has its HQ. But Aldi Supermercados has also rented a platform in Palma for fast-moving goods to avoid out-of-stocks when the weather delays shipping.
The Aldi North subsidiary also intends to break new ground in Majorca in the way it advertises. Apparently the limited company has booked big advertising space at Palma airport and is very active in social media. Could it be that the blue skies, almond-eyed beauties, and Club Med sun are turning our Prussian friends into Latinos?
Related article in German: By Hans-Jürgen Schulz in Lebensmittel Zeitung, no. 20, 15.05.2015
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