ALDI opens new doors

Officials say Manitowoc store continues savings measures

By: Chalie Mathews, Herald Times Reporter

MANITOWOC — ALDI Food Market can count on Rod Schindler's loyalty to the international grocery store chain.

"Where else can I go and get a half-dozen roses for under four bucks," said the Clarks Mills shopper last week.

"I get them every week," said his wife, Rosemary.

Last Thursday, she was checking out the ripeness of cantaloupes at the ALDI in Shopko Plaza, 3415 Calumet Ave.

"The quality of what they carry is really good," Rod said.

But, beginning at 9 a.m. Thursday, ALDI shoppers will have a new store about a mile west, 4111 Harbor Town Lane, they can go to for discount groceries. The current Manitowoc store, open since the early 1990s, will close at 8 a.m. today.

"We believe our customer base will pretty much stay the same," said Marcia Sperber, director of real estate in the Oak Creek Division of ALDI, which has about 1,000 stores in 31 states.

"With this newer facility, we may reach out to the next level of customer that didn't shop us before," Sperber said of the replacement store under construction and preparation since November.

Like the Schindlers, any new customers probably will get in the habit of having a quarter in their pockets for getting a shopping cart.

That's part of the ALDI culture designed to help consumer save as much as 50 percent on their weekly grocery bill.

Shoppers insert a quarter to release a cart and get it back upon the cart's return. No need for ALDI employees to retrieve carts from the parking lot.

Other cost-saving practices include a smaller store footprint, open carton displays, encouraging customers to bring their own shopping bags, and far fewer items for sale.

"We have just five aisles in the store, and 1,400 different items," explained Steven Krueger, district manager. "More than 95 percent of what we sell is ALDI private label."

No Ritz wheat snack crackers, but Savoritz and in just one size. Krueger and Sperber said suppliers to ALDI need to meet or exceed the national brand's taste or other important characteristics. Customers have no reason to bring name brand coupons.

ALDI's private labels include premium "Grandessa" products and "Fit & Active" healthy options, Krueger said.

Sperber said U.S. headquarters staff in Batavia, Ill., decides what items at what pricing will be carried in the chain that expects to open another 100 stores this year, including 30 in the Dallas-Fort Worth, Texas, area.

No Humpty Dumpty eggs from Reedsville, Cedar Crest Ice Cream from Manitowoc or Henning's Cheese from Kiel will be found in the Manitowoc ALDI.

And no checks or credit cards, either, though ALDI has accepted debit cards for several years. Payment also can be made by "electronic benefit transfer" (food stamps) and cash.

Avoiding bounced checks and credit card fees drives cost to shoppers down, Sperber said.

As does having consumers put their groceries into their own bags. Paper bags are available for 6 cents, heavy-gauge plastic for a dime, oversized insulated plastic bags for 99 cents and large, eco-friendly bags for $1.99.

Empty cardboard cartons in the store are free for the taking. If customers don't take them, they'll be part of a comprehensive recycling program, Sperber said.

In fact, the new Harbor Town store incorporates several energy efficiencies and green initiatives, she said, including motion-sensor lighting.

It is an ALDI "Model 2.0" store with about 10,000 square feet of sales area, including the bakery, dairy and meat items to be brought into the new store in the last 24 hours.

But don't expect this or any other ALDI Food Market to be open round-the-clock.

ALDI officials say they save consumers money by keeping stores open only during prime shopping times. The Manitowoc store will be open 9 a.m. to 8 p.m., Monday through Saturday, and 10 a.m. to 6 p.m. Sunday.

Kim Mudrad, store manager in Manitowoc for four years, is eager to open the $1.2 million facility.

"The building is new and fresh, big and open with lots of natural light," she said. "I am excited for our customers and them enjoying a totally different experience."

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