Coincident with the release of a Census Bureau report indicating a ten percent rise in the price of food consumed at home, Aldi circulated a letter to consumers emphasizing efforts to restrain price increases.

CEO Jason Hart pledged that the chain would “remain a price leader across its market area”.  His announcement included “saving you money is what we do best” adding “I am incredibly proud to underscore this commitment to you.”

Aldi maintains competitive prices by selling 90 percent of items stocked as house brands, reducing the number of SKUs compared to conventional grocery chains, limiting advertizing and promotions and maintaining a lower overhead by implementing a small-store concept. The low-price, limited-range approach by Aldi has engendered customer loyalty allowing the chain to expand both in new states, where it did not previously operate and to establish additional stores in areas currently served.