I'm American, and ALDI is fairly new over here, but they happen to be my employer. And while I work there, I LOVE the store. We have a store called Stop & Shop right in the same shopping center, and I refer to that place as the Evil Empire. They are an absolute conglomerate, brainwashing people into believing it's the only place to shop, and they charge OUTRAGEOUS prices on just about everything. I mean, $8 for kielbasa, $5 for handsoap, $4-5 for a box of cereal....
I really wish ALDI were around when we were really strapped for cash after first moving here. At other places we fill a cart for $200. At ALDI I can fill a cart, meat included, for about $100, maybe $120, and eat for almost a month.
They also pay really well. The economy is awful over here, and retail jobs pay jack...most offer $8/hr. ALDI starts at $11.35/hr and happily hands out raises, along with giving insurance. I *believe* I'll be getting 1/2 pay for 14 weeks of maternity leave too. Yahoo!
Anyhoo, sorry for the ramble, but I really love this store. As I said, it's still new in this area, so it's a novelty. And the food is fabulous. I don't care what name is on the box...if the food tastes good, it tastes good. And if I can pay half the price and still get good, wholesome food....sign me up! I'm all for ALDI, whether I work there or not.