Nearing the mainstream

aldi et al - tune into the mainstream, and become weaker for it
aldi et al – tune into the mainstream, and become weaker for it

Such a shame.  It wasn’t long ago I really enjoyed being an Aldi or Lidl shopper.  I felt on the verge of great discoveries.  Truly kicking aside the fake-friendly, bargain-lying, pack-your-bags-for-you-sir? Utter crap that I felt constituted the UK supermarket scene.

Fast forward to 2016 and you can hardly tell them apart.  And with that the prices, once about half or a third of comparable goods in Sainsburys, or Tescos – are now edging-up as market share gains, and habits are re-set.

Witness their Social media pages, their TV adverts, music style borrowed from the established players, chatty-batty commenting, so obviously tuned to the mainstream – not a German mis-quote, or misunderstanding of a slogan in site, sight, site, either will do in this case – and all the worse for it.

It was good while it lasted.

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