Trader Joe’s, Aldi Shopper Loyalty Put to the Test

Trader Joe’s newest store opens Feb. 5 in Fort Myers, Fla., and like all its new stores, the anticipation has been mounting for the Monrovia, Calif.-based grocer to unlock the doors on Mandarin Orange Chicken, Everything But the Bagel Seasoning and Dark Chocolate Peanut Butter Cups. As the manager of the Fort Myers store told a local news TV station, shoppers have been trying to get into the yet-to-open store at 4983 S. Cleveland Ave. all week.

“A lot of Trader Joe’s products have a cult following where people just have to have it,” said Sierra Alvis Robinson, a Bay Area-based mother of two working in higher education marketing.

A longtime fan of Trader Joe’s, Robinson sums up her love for the specialty grocer saying, “The food and wine is really high quality, but the prices are super reasonable too. You get fantastic cheeses, wine and prepared foods, and you’re paying a fraction of what you’d pay elsewhere. There’s also the Trader Joe’s ethos or brand. Trader Joe’s does a great job selling themselves as authentic—whether it’s their sustainability efforts like reducing plastic usage or being good to their employees—even though it’s a big company, it doesn’t feel that way.”

She also loves Trader Joe’s focus on private label, where shoppers can get products they can’t get elsewhere. “Those big fat corn chips that stand up to hearty spinach dips and queso? Those are the best and they aren’t sold elsewhere,” said Robinson, who admits that prior to the pandemic, she would fill suitcases with Trader Joe’s Everything But the Bagel seasoning and bring it to ex-pat friends in Europe suffering from TJ’s product withdrawal.

Related:Nine Products Trader Joe’s Customers Can’t Live Without

Fans of the Batavia, Ill.-based Aldi U.S., or self-proclaimed "Aldi Nerds" are equally devoted to their store of choice and its heavily discounted and unique items not to be found elsewhere. When the hard discounter opened its first two stores in Arizona several months ago, WGB had the chance to chat with Goodyear, Ariz., resident Jackie Smith who had been anxiously awaiting the grocer’s Grand Canyon State debut for more than a year. Smith shared that she was at Aldi Goodyear on opening day to take photos, which she planned to post to TheAldiNerd.com Community on Facebook.

Aldi fans nerd out on deals like a dozen Grade AA eggs for 79 cents, a 24-ounce package of tomatoes on the vine for $1.29, salt and pepper grinders for $12.99, and stemless wine glasses for $4.99 each.

What will deal seekers do once the new Fort Myers Trader Joe’s opens its doors less than a mile up the road from Aldi, and how does the German-owned discounter feel about the heat?

“As for competition at Aldi U.S., we welcome it!” Chris Hewitt, Royal Palm Beach division VP for Aldi U.S., told WGB. “We’ve seen lots of competitors try to follow our lead, but our focus remains on providing shoppers with the top-quality products they want at the lowest possible prices. We’re confident in delivering on that promise.”

And when it comes to which grocer can stake claim to the biggest fans, Aldi believes it has it in the bag.

“Regarding the loyalty of our fans, their passion really is unmatched, and they are a huge part of what sets us apart from other stores,” Hewitt said. “The buzz they generate on social media is incredible and their loyalty, excitement and support are what’s made us one of the fastest-growing retailers in the U.S. The Aldi shopper is anyone who likes saving money, and this spans all ages, demographics and geographies.”

With two such loyal fan bases, what would happen if Aldi and Trader Joe’s joined forces?

The Aldi grocery empire, which was born out of the Albrecht German family who started Albrecht Discount, is currently operating as two separate companies: Aldi Nord operates stores in northern Germany, France, Spain, Belgium and the Netherlands, and Aldi Sud has stores in southern Germany, Australia, Switzerland, the U.S. and the U.K. Adding to the complexity of a future TJ’s Mandarin Orange Chicken and Aldi Advent Calendar marriage, Aldi Nord owns Trader Joe’s in the U.S. Thus, Aldi U.S. and Trader Joe’s are independently operated companies with no joint ownership.

As WGB previously reported, Berlin’s Manager Magazine has suggested that Aldi Sud and Aldi Nord have discussed a plan to reunite in areas such as buying private brands no later than 2022.

The union, should it come to pass, could translate to significant savings for both of the grocers and their loyal shoppers alike.