May 14, 2015

Majorca: sun, sangria, and Aldi

Aldi opens in Majorca (caricature: Oliver Sebel)
Colony in commotion: Who is the king of Majorca?
Feel like a cheap and cheerful break this summer in Majorca, but worried about the money when you're there? Want to drink bucketfuls of sangria with a straw to droning music and pass out under a palm tree without a thought as to what your hangover will cost you? Need to protect your lily-white northern skin from going lobster-red with a suntan lotion that even the mass tourist can afford? Or do you simply require a towel to claim territory on the beach? Don't despair because as from next week Aldi will be there!

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 in Majorca (photo: Aldi Spain)
Aldi North's new theme tune: Eviva España!
The 1,400-line assortment also includes a number of local products and around 100 supplier labels in order to cater to the stronger brand orientation of Spanish consumers. Additional lines will be offered over the holiday period for tourists from Germany and the UK.

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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