Inside the 'posh' new Aldi stores with in-store bakeries, 'improved ambience' and brands you might actually recognise

LUCY THACKRAY
18 May 2015
DAILY MAIL AUSTRALIA
Aldi are introducing new-look, upmarket stores with in-store bakeries
They will also introduce fresher produce and well-known brands
Aldi promises ‘Project Fresh’ won’t change the price of their budget products
Former ACCC Chairman Graeme Samuel says it is great news for Australian consumers and producers
Mr Samuel says the new-look stores are likely to force other major competitors to lower their prices and improve product quality
Aldi have unleashed new-look, upmarket stores with fresh produce, well-known brands and in-store bakeries to appeal to higher-income families and put pressure on Woolworths and Coles.
German discount supermarket’s store upgrades, referred to as ‘Project Fresh’ is expected to drive the competitors, including Woolworths and Coles, to lower prices and improve the quality of their products.
Four new look stores have already been trialled across Australia including stores in Kallangur in Queensland, Canberra’s Chisholm, NSW’s McGraths Hill and Highton in Victoria.
‘ALDI is always on the lookout for new and innovative products for our customers,’ an ALDI spokesperson told Daily Mail Australia.
‘The trial upgrades will give local shoppers access to an expanded product range, particularly in our fresh produce and chiller lines.

Aldi has already introduced the new format store at four locations across Australia, including McGraths Hill in Sydney’s north-west
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The new-look stores boast ‘improved ambience’, new lighting, in-stores bakeries, fresher produce and well-known brands

The stores also have new layouts but Aldi promises all the changes will not result in a hike in prices. Canberra’s new-look Chisolm store is pictured
‘New layouts will improve store navigation and access to fresh produce bay areas, while also focusing on how products are displayed and checkout wait times.’
Aldi promises that the changes, including the store renovations and introduction of Australian brands, will not change the current budget prices at their stores.
The new-format stores have reportedly already boosted sales and increased customer traffic, according to The Australian.
As well as improving the produce available at Aldi, the new-look stores have undergone an aesthetic makeover with better lighting, improved ambience and new categories, including food-to-go and organic food.
‘We will continue to listen to feedback from our loyal shoppers and strive to make it even more enjoyable for customers to shop at ALDI,’ the ALDI spokesperson said.

A photo of the new experimental Aldi which is already in place in Kallangur, Queensland

The new Aldi includes in-store bakeries and fresher produce, which is expected to drive down the prices of products in other major supermarkets

Aldi will sell more brands Australians are familiar with in the hope of targeting the crucial middle market
‘These changes won’t result in higher prices and we will continue to deliver exceptional value every day, offering the lowest possible price on our range of high quality products.’
Aldi will sell more brands Australians are familiar with in the hope of targeting the crucial middle market.
Graeme Samuel, the Chairman of the ACCC from 2003 until 2011, says the changes are great news for Australian consumers and may prompt changes throughout all Australian grocery stores.
‘This will result in better stores, more convenient locations. It’ll be good for consumers, the growers will be protected due to sensitivities of this area,’ said Graeme Samuel, who was Chairman of the ACCC until 2011.
The ACCC is Australia’s competition regulator and national consumer law champion and Samuel.

Graeme Samuel says the supermarkets will ensure the producers and growers are looked after while the cost of produce drops

Mr Samuel says the introduction of Aldi into the Australian market has forced other major supermarket chains to deliver a better, more affordable product
‘In 2008, we did an extensive enquiry into retail prices and retail competition,’ Mr Samuel told Daily Mail Australia.
‘During the course of enquiry we found wherever Aldi is present with home brand goods, it results in lower prices at Coles and Woolworths and a greater focus on improving the quality of homebrands,’ said Mr Samuel.
‘Homebrands used to be fairly low-quality products before Aldi.’
‘Aldi forced the quality to be upgraded slightly across the board.’
Introducing more brands at Aldi will encourage competition across the board, for major shareholders like Woolworths and coles

Introducing more brands at Aldi will encourage competition across the board.
‘Aldi has enormous financial resources which I’d say dwarf those of Coles and Woolworths,’ said Mr Samuel.
;When they offer a greater range of products they encourage competition which is invariably good.
Mr Samuel says lowering the prices of products will not impact negatively upon the farmers and growers and plans will inevitably be put in place to protect the food producers as prices drop.’
‘The last thing Aldi want to do is be accused of acting unconscionably or exploiting farmers.
‘Farmers are a powerful political policy.’
The reception to the four new-look Aldi stores has been very positive.
‘Wow I can’t believe that store is Aldi. I wish all Aldi stores look like that,’ wrote Maxine Ryan on Facebook.
‘Looks very upmarket,’ said Colleen Young.
‘I wish mine looked like that,’ added Meagen Lyn.

Aldi already has 11 per cent of the market on Australia’s east coast but trails behind the market leaders Woolworths and Coles significantly.