Aldi’s psychological secrets for rapid growth

Jen Clinehens
Choice Hacking
Published in
7 min readNov 29, 2023

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Aldi — a “limited assortment” discount grocer with a cult following — is the fastest-growing grocer in both the US and the UK.

The brand currently has more than 2,200 locations in the United States and is growing by 100 stores a year, nudging ever closer to rivals like Walmart, Costco, and Kroger.

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Jen Clinehens
Choice Hacking

ChoiceHackingIdeas.com // Brands win when they know what makes buyers tick (behavioral science, psychology, AI)