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Aldi supermarket. (Photo Credit: Aldi)
Aldi opts to sell lobster to attract upmarket customers
(UNITED KINGDOM, 10/1/2013)
Budget supermarket chain, Aldi, is hoping to compete with fellow rivals by offering fresh lobster at affordable prices, reports the Daily Mail.
Bargain lobster tails will be sold at Aldi for as little as GBP 9.99 in a bid to attract upmarket customers, who would normally go straight into Waitrose for these kind of luxury products. The outlet chain continues developing its strategy consisting in attracting the middle classes, which would not normally buy at their stores.
Aldi supermarket chain, which was born in postwar Germany out of necessity as a grocery shop, has been in the United Kingdom (UK) since 1990.
The British credit-crunch has favoured the brand, which has seen a growth in popularity and sales in the country in the past few years. Recession-hit middle classes have become Aldi's new clients.
The firm managed to lure one extra million customers last year and doubled the earnings in its stores in the UK, Reuters reported. And it is planning to open its 500th store in Britain later this year.
Aldi has been praised for the good quality of its own brands of coffee, olive oil, steak, gin and champagne.
Aldi's new luxurious food line will also include wild pheasant and Serrano ham, which will cost less than half the price it costs elsewhere.
The big test for Aldi will come in the run-up to Christmas. Then Aldi will see if British customers will be willing to trust their precious Christmas dinner to a discounter brand.
According to the market researcher Kantar Worldpanel, Aldi ended 2012 with a market share of 3.2 per cent, which has now increased to 3.7 per cent, as the latest data from the industry show.
The British branch of Aldi announced this week that it made a profit before tax of GBP 157.9 million (USD 254.8 million) in 2012 compared to GBP 70.5 million (USD 113.7 million) in 2011, which implies an increase of 124 per cent, while its revenue grew 40.6 per cent to GPB 3,890 million (USD 6,280 million).
By Gabriela Raffaele
[email protected]
www.seafood.media
Information of the company:
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Address:
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Eckenbergstrasse 16, Postfach
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City:
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Essen
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State/ZIP:
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(D-45307)
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Country:
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Germany
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Phone:
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+49 201-8593-0
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Fax:
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+49 201-8593-319
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