The discounter giant Aldi has to deal with complaints from its customers every day, and it is not uncommon for prices to be supposedly too high. But they can be a matter of opinion.
In the everyday struggle for low prices Aldi well known not so easy to beat. The world’s largest discounter chain is able to set prices solely through its sheer market power. The promise to offer customers the highest quality despite this is not always as credible as the department might wish. And precisely because this is the case, particularly high-priced products catch the eye. But because it is actually difficult for customers to ask the group directly how the price-performance ratio is, Aldi’s social media team usually has to as reported by HEIDELBERG24*.
| Discounter | Aldi |
| Headquarters | Essen (Aldi North)/Mühlheim an der Ruhr (Aldi South) |
| founder | Karl & Theo Albrecht |
| branches worldwide | 11.235 (2019) |
| annual turnover | 81.8 billion euros (2019) |
It’s often not that easy. After all, it is the employees there who are at the forefront and on whom customer anger is sometimes discharged unfiltered. The customer is known to be king and such a king likes to complain when something doesn’t suit him. Sometimes this is for very urgent reasons otherwise literally wet your pants. Sometimes, however, complaints are met with a certain lack of understanding even among the “fellow kings” – for example when cut goods end up being, hard to believe, in all seriousness is cut.
Tomatoes at Aldi Süd: customer complains about the price
It was recently Queen Claudia who made a discovery in an Aldi Süd branch that made her suspicious. It must have been while walking through the fresh produce department that she noticed the “little treasures” – it goes without saying that queens and kings look twice. Said treasures were sun tomatoes. “Premium” mind you. And they really looked, there is no other way to put it, like little treasures: wonderfully crisp and shiny red. So far, so ordinary. Only: The nightshade plants, which are openly offered for sale in small baskets of one kilo each, are priced at a whopping 10.98 euros. That couldn’t be right, Claudia thought to herself, photographed the offer – and followed up. But she probably hadn’t really expected the answer she got there.
“Little Treasures” at Aldi Süd: “Does anyone really buy them?” – the customer receives a clear answer
“Is anyone really buying this?”, she wants to know and posts the photo for the assembled community on Aldi’s Facebook page. And the reactions are not long in coming. “Short answer: Yes!”Monika replies promptly. “Clear. Taste very delicious”, agrees with Birgit. Jimmy adds: “Highly recommended! Value for money fits”. The assessment could hardly have been clearer. And Aldi’s social media team then explains why the small tomatoes are so expensive:
“These tomatoes are products of our own brand “NATUR Lieblinge – Kleine SCHÄTZE”. The products of this brand differ from conventional goods, for example in size, colour, variety and taste. ALDI SÜD has entered into exclusive, long-term cultivation contracts with selected producers for its new own-brand fruit and vegetables. In order to ensure premium quality, strict standards and specifications are observed during cultivation and production, which are checked in detail by both the suppliers and the group of companies. As you have already seen in the comments here, these tomatoes are quite popular.” Ah, so that’s how it is. Incidentally, it should also be noted at this point that it is simply not the season for tomatoes at the moment. In the summer you can certainly get them cheaper again. (mko) *HEIDELBERG24 is an offer from IPPEN.MEDIA.