Article

Top 100: 57. Aldi

April 14, 2011

Rather than trying to dazzle sensory-overloaded consumers with even more choices, the discount no-frills grocery chain has built a global empire by offering between 1,000 and 1,500 items (compared to the 30,000 items on display at the typical U.S. supermarket) at near-wholesale prices. To keep costs down, Aldi’s products are mostly private label, and only cash and debit cards are accepted. And Aldi backs up its private-label products with a double guarantee: If a customer isn’t 100 percent pleased with a product, Aldi replaces it and refunds the customer’s money.

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